Cognitive Mapping in User Research - NN/G

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August 11, 2019 · Last reviewed May. 20, 2024 2024-05-20
Cognitive mapping is a mapping method used to create a visual representation of a person’s (or a group’s) mental model for a process or concept.
It can be a useful tool throughout user research, from gathering data to analyzing findings and articulating similarities and patterns. A cognitive map helps break down complex research questions, establish priorities for followup research, and add clarity to abstract concepts.
In cognitive mapping sessions, users are asked to create a map of a process, concept, or problem. The representations of users’ mental models obtained from interviews can further be used in guiding the design process.
Cognitive mapping as a means of data collection is best suited for exploratory and discovery-based research, research about complex topics, and PAR (Participatory Action Research).
Data from a cognitive mapping session is unpredictable—no two maps will look alike. This is for two reasons: first, each user holds a different mental model, and second, the cognitive mapping user interview is unstructured and free-form (i.e., if two different researchers interviewed the same user in two different sessions, the resulting cognitive maps would have some differences even though they would both represent the same mental model). Conversation will jump around, and participants will expand on ideas unpredictably. This unstructured format can help uncover new themes and insights because participants have the freedom to contribute in a natural, stream-of-consciousness way. Thus, cognitive mapping interviews will benefit discovery research, when a theme, pattern, or hypothesis is still evolving.
Cognitive mapping is helpful for exploring research questions with ambiguous aspects that are tough to communicate verbally. Illustrating these complex topics and intricate processes gives the research team a visual representation of how different concepts are interconnected.
PAR is a collaborative research method used to gather information to use for future change (usually, within social and environmental issues). Traditionally, it used to empower people (who are directly affected by an issue) by offering them a primary, active role towards change. In the context of UX, cognitive mapping can help participants uncover new ideas by externalizing and visualizing their existing knowledge.
For example, when we used a cognitive mapping approach for our design-operations research, several participants felt that the sessions clarified their understanding of the subject. One participant said “this was personally so helpful for me to do this. I’m leaving with several ideas of things to go do."
Before the interview day and at the start of the actual interview explain the reason for the interview and how the data from it will be used. Warn participants that you will invite them to write, draw, and move sticky notes around throughout the session. However, do not use the phrase “cognitive mapping,” so people don’t start researching the topic and study for the interview
Get used to the method. Compared to traditional user interviews, cognitive mapping sessions are more unpredictable and require flexibility and improvisation. Your first 2-3 cognitive mapping sessions will likely offer more learnings on the method than on the topic you want to study. Consider running a practice session with a team member before the actual sessions.
Decide on your approach. There are two primary things you should decide ahead of time:
An observer can help you with setting up the technology, recording the sessions, and notetaking. If you have multiple team members involved in the sessions, assign distinct roles (and have researchers rotate through accordingly depending on experience and expertise).
The primary role of the facilitator is to conduct the interview. The facilitator is responsible for introducing the team, instructing the participant on the method, and asking questions.
The in-room note-taker should focus on taking notes regarding not only what participants say, but also how they do it:
It helps to have the in-room notetaker also be responsible for the setup of the technology (and any technology-driven logistics between sessions). This approach frees the primary facilitator to focus on making the participant feel comfortable and on creating the cognitive map.
If more than two team members participate in the research, don’t place them in the same room as the participant. Instead, live-stream the session and have them observe remotely, taking notes in the same collaborative spreadsheet as the in-room notetaker (see below).
If you have back-to-back sessions scheduled with participants and your observers are collocated, assign one observer to handle logistics like welcoming the next participant and preparing each batch of paperwork.
Cognitive-mapping interviews can be conducted in many different locations — at the participant’s office, in a third-party meeting room, or in a neutral, casual environment like a library or coworking space. When choosing a location, keep in mind that you will need large table (and potentially whiteboard space) for the mapping to take place. It is best to bring and set up the materials ahead of time, so that when the participant walks into the space everything is ready to go.
Ideally you should videorecord the sessions so that you will be able to review them later. The benefits of recording are:
You’ll also want to set up and test your notetaking method and documentation plans ahead of time. In our research, we set up a collaborative document (see below) where all three observers could take notes simultaneously.
As each notetaker documented an observation, she coded it (using her own schema). This method allowed us to collect data and analyze it simultaneousl