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The Problem with Problems: Reframing and Cognitive Bias in Healthcare Innovation

Conference contribution
Authors Samantha Hookway
Mia Fay Johansson
Anton Svensson
Bowman Heiden
Published in R&D Management Conference - R&Designing Innovation: Transformational Challenges for Organisations and Society
Publication year 2018
Published at Institute of Medicine, Department of Clinical Trials and Entrepreneurship
School of Design and Crafts
Language en
Keywords Design Thinking, Healthcare Innovation, Cognitive Bias, Reframing
Subject categories Design


Design Thinking (DT), a term that has become well-branded in the world of innovation, is typically defined broadly as a methodology for problem-solving stemming from the way designers think and do. However, from cognitive science or social psychology perspective, DT can be more specifically viewed as a process for overcoming cognitive bias in thinking and decision-making (Liedtka 2014). The purpose of this study is to better understand how cognitive bias influences the way in which decision-makers frame their problems and the impact of DT methods to substantially reframe the problem leading to better innovative solutions. Specifically, the relationship between cognitive bias and reframing was investigated through a comparative, cross-sectional analysis of nine healthcare innovation projects in the Västra Götaland Region of Sweden and two in-depth case studies. Thus, we ask in this paper, (1) is the problem really what people think it is, and if not, why? and (2) which methods are most useful in exposing misunderstandings and reframing the problem? The cognitive difference between the original framing and the reframed problem is further analyzed and interpreted, resulting in a new theoretical concept of reframing distance and reframing space.

Page Manager: Webmaster|Last update: 9/11/2012

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