Reflections on Multiple Perspective Problem Framing

By Timothy Nicholas Moor and Stuart Gerald English.

Published by The International Journal of Design Management and Professional Practice

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Article: Electronic $US5.00

The researchers have developed a system of value innovation modelling founded on the application of a multiple perspective problem framing theory (English 2008). This approach has been used to map the attributes of 43 businesses in order to reveal untapped value in these organisations, as described in a previous paper (2010). The system considers both the attributes of a company and the experience of the researchers as parameters in a design problem. This paper aims to show how the process can reveal value by taking the reader through a step-by-step guide, incorporating case studies to demonstrate the relationship between concepts and the development of the researchers awareness. An integrated mapping activity provides a clear overview of the company and describes relationships between technology, intellectual property and commercialisation. This mapping process is used to reveal patterns and disharmonies, enabling the researchers to identify gaps and make connections that can lead to new business opportunities. This paper describes the mapping process in detail and the researchers reflect on the way that insights have been revealed through their development of new perspectives on each company.

Keywords: Multiple Perspective Problem Framing, Business Analysis, Value Innovation, Design Thinking

The International Journal of Design Management and Professional Practice, Volume 6, Issue 2, pp.29-50. Article: Print (Spiral Bound). Article: Electronic (PDF File; 11.571MB).

Timothy Nicholas Moor

Research Fellow, Centre for Design Research, School of Design, Northumbria University, Newcastle, Newcastle upon Tyne, UK

Since graduating from the Design for Industry course at Northumbria University in 1999, Tim has built a portfolio of his own product inventions from seed to fruition resulting in saleable or exploitable commercial product opportunities supported by strong global intellectual property (IP) portfolios for consumer and healthcare products. Evidence can be found on the shelves of quality national retailers such as Boots, Mothercare and Asda in the UK with consumer and stakeholder endorsements including national awards such as the Gold award for best innovative product of the year 2009/2010. His experience includes influencing key stakeholders, managing networks of relationships and cross functional teams enabling commercially viable ideas to become adopted through the innovation process. He has over 70 patents to his name and his ideas have attracted £4m in investment. Market capitalisation of these technology start up companies, such as Oxford Medical Diagnostics Limited, amount to over £20million and are on target to achieve their predicted exit valuations. Tim has an appetite to build product ranges and work with new start ups through the seed and development phase up to the point of market launch.

Dr. Stuart Gerald English

Principal Lecturer, School of Design, Northumbria University, Newcastle upon Tyne, Newcastle upon Tyne, UK

A specialist in design led innovation, Stuart English leads a portfolio of postgraduate programmes at Northumbria University, he is director of Ideas-lab and manages the High Value Low Carbon unit. His work on relational problem framing has initiated new methods, new products and new IP through an inclusive approach based on design led entrepreneurship. This addresses multi and cross-disciplinary contexts bounded by clarity of market objectives, and has led to numerous new companies and filed patents. The concept of multiple perspective problem framing developed by English as part of a PhD by publication provides the foundation for the development of ongoing academic collaboration, new postgraduate curricula, intellectual property and commercial value for business both through contract research and CPD.