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

Design Thinking (DT), well-branded in the world of innovation, is typically defined as a methodology for problem-solving stemming from the way designers think and do. However, from a cognitive science or social psychology perspective, DT can be viewed as a process for overcoming cognitive bias in decision-making (Liedtka 2015). The purpose of this study is to better understand how cognitive biases influence the way decision-makers frame problems and the impact Of DT methods to reframe the problem. Specifically, this relationship was investigated through a comparative analysis of nine healthcare innovation projects and two in-depth case studies. Thus, asking (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 and the reframed problem is further propositioned; resulting in the theoretical concepts of reframing distance and reframing space. use, distribution, and reproduction in any medium, provided the original work is cited, and is not altered, transformed, or built upon in any way.