SCAMPER Technique: Systematic Innovation Method
SCAMPER is a checklist-based innovation method using seven prompts—Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, Reverse—to generate creative improvements to existing products, services, or processes.
What Is It?
SCAMPER transforms open-ended "innovate" mandates into concrete, answerable questions. Instead of staring at a blank page, you systematically work through seven types of changes. Each letter represents a different transformation lever.
Substitute: What materials, components, or people could be replaced? Combine: What could be merged together? Adapt: What else is like this? What could be copied? Modify: What could be changed in shape, color, or size? (Also Magnify/Minify) Put to another use: What else could this be used for? Eliminate: What could be removed? Reverse: What would happen if reversed or done backward? (Also Rearrange)
Bob Eberle created SCAMPER in 1971, building on Alex Osborn's earlier idea-spurring questions. It's particularly effective for incremental innovation—making existing things better rather than inventing from scratch.
SCAMPER connects to Brainstorming as a structured variant, Design Thinking for broader innovation, and Innovation Pipeline for managing improvement projects.
Quick Reference
Core Features
- Substitute: Replace materials, people, components, or processes
- Combine: Merge features, functions, or products
- Adapt: Copy from other industries, contexts, or nature
- Modify: Change size, shape, color, or other attributes
- Put to another use: Find new applications or markets
- Eliminate: Remove features, steps, or components
- Reverse: Flip, rotate, or rearrange elements
When to Use
- Improving existing products or services
- Product line extension planning
- Process improvement initiatives
- When brainstorming feels too unstructured
- Individual ideation (works solo)
- Quick innovation workshops
- Cost reduction brainstorming
When NOT to Use
- Creating something entirely new from scratch
- When the problem isn't about improving existing things
- Complex systemic challenges
- When deep user research is needed first
- Blue-sky, unconstrained innovation needs
Key Strengths
- Systematic: Structured approach ensures thorough exploration
- Accessible: Easy to learn and use
- Actionable: Generates concrete, implementable ideas
- Solo-Friendly: Works for individuals and teams
- Quick Results: Produces ideas in hours, not weeks
Key Weaknesses
- Limited to incremental innovation
- Requires something to improve (not blank-slate)
- Can feel mechanical if overused
- May miss radical transformation opportunities
- Doesn't address user needs directly
How It Works
| 1 Primary Input | Existing product, service, or process to improve |
|---|---|
| 2 Data You Need | Understanding of current state, constraints, SCAMPER worksheet |
| 3 Primary Output | List of improvement ideas organized by SCAMPER category |
Comparison with Related Frameworks
SCAMPER vs Brainstorming
Brainstorming is freeform idea generation; SCAMPER provides structured prompts. Use Brainstorming for open exploration; SCAMPER when you need directed, systematic improvement ideas.
SCAMPER vs Design Thinking
Design Thinking is a complete innovation process starting with empathy. SCAMPER is a technique that can be used within Design Thinking's Ideate phase for structured idea generation.