Keywords: Design thinking, decision-making, confirmation bias, projection bias, egocentric e
Decision-making, or the process of selecting the best solution from several possible alternatives, is fraught with limitations which come about from the cognitive biases we humans impose on situations. Cognitive biases or “systematic patterns of deviation from rationality of judgement” create real challenges in strategic decision- making processes. The big question any decision-making process should be considering is not whether the decision has been biased, but in what way can the almost inevitable biases be reduced.
A new study, from Loughborough University in the UK, has looked at existing strategies for reducing cognitive bias, and compared those to the processes that are part of the design thinking process in order to develop a better ‘recipe’ for reducing bias in decision-making.
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