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The Pocket Universal Methods of Design by Bella Martin, Bruce Hanington

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012 Cognitive Mapping

A visualization technique that reveals how people process and make sense of their experience

• Cognitive maps are most effective when used to structure complex problems.

• It’s designed specifically as a decision-making tool that can inform strategic direction.

• Unlike concept maps or mind maps, the format and structure require no central focus of visualization.

• Nodes of a cognitive map are made up of the exact words and phrases spoken by participants.

• Each node can have as many incoming and outgoing associations as necessary and are read as causal pathways: for example, node x may imply node y.

• Cognitive mapping can facilitate the note-taking process during interviews and when transcribing text-based qualitative ...

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