Reflections on Multiple Perspective Problem Framing

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 researcher’s 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.