Management of Digital Innovation

Innovation Processes

Cognitive biases in innovation: Decision makers

Biases in decision-makers
  • Inability to see beyond themselves and their own experience, their state, personal preferences
 
  • Deep data on customers (IDEO)
  • Develop empathy for the user
  • User heterogeneous teams
 
  • E.g. ethnographic approaches to studying customers
  • Using storytelling and metaphors to communicate about these insights
 
  • Concern: how to transfer these rich understandings to decision-makers?
 
-> Enable decions makers
  • To go beyond their own idiosyncratic (eigenwillig) experience 
  • Imagine experiences of other vividly 
 
(=Typical design practices)

Diskussion