Eric is running an ideation session with his team at Meta. They decide to brainstorm some new ideas by creating a column for one company $($Meta$)$ and listing features about their own company, Meta. They then create a second column for a different company $($Apple$)$ and start listing features about Apple.$$ They then compare the two and see if they can generate new creative ideas.$$ Which approach to generating ideas are they using?

Question $7$ options:

Creative Connection

Elaboration

Word Choice

Idea Sparking

Social Brainstorming