Causal Cognitive Mapping as innovative interview method?

Causal Cognitive Mapping [1] is, on a first look, a way to draw maps (a bunch of text statements connected with arrows; see also figure 1 left). But that is like saying the portrait is the art. What about the artist and the person portrayed? Often, cognitive maps are developed within an interview. Therefore, you may well consider Causal Cognitive Mapping as an interview method - but not a general one. Each map is structured so that, as a whole, bottom assertions and options lead over actions or strategies to top goals or values (figure 1 right and left).

Figure 1 How a map looks like (zoomed out)

Dealing with the uncertainty of similarity in cognitive maps and cause maps

In earlier posts [1][2] I outlined how difficult it is finding similar statements within a cause map that possibly can be merged and/or linked together. Such mergers or links indicate potential common grounds among interviewees.

In this post I will be sharing my approach as employed in my first medium sized map.  I was dealing with 7 cognitive maps weaved together into a cause map that eventually amounted to about 350 statements and 450 links. That makes 60 000 statement to compare in order to make sure that I have checked every combination for similarity. Not even close to manageable. So I went with computer-supported strategies.

The tragedy of similarity in cognitive maps and cause maps

Last post I outlined that a relatively small sized map of 50 statements already requires at least 1250 individual comparisons. That is the minimum number required in order to make sure you have checked all statements for their similarity. This in turn is important for checking whether they can be merged into one statement or linked together. This, finally, is important for instance when you want to weave together cognitive maps and find where interviewees have common grounds within an issue.

To get an idea of the sizes and dimensions have a look at figure 1.

Figure 1 Statements and comparisons required

Surprising finding: similarity in cognitive maps and cause maps

When you build cognitive maps and cause maps you may notice more or less duplicate statements. Depending on how similar these statements are you will either merge them together because they are equal, link them together because their similarity is due to a shared theme or leave them be since their similarity is just superficial.