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Intelligence analysis
and cognitive biases
An illustrative case study
"He who knows nothing is closer to the truth than he whose mind is filled with falsehoods and errors"
Thomas Jefferson
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Somebody needs to link the trees to
see the forest
In order to not be lost
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SWOT Analysis
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De l’analyse
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PEST Analysis
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Various Analysis
Processes
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« LA PLUS GRANDE ERREUR DE L’ESPRIT EST DE CROIRE EN QUELQUE CHOSE CAR QUELQU’UN VEUT QU’IL EN SOIT AINSI » LOUIS PASTEUR
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Analysis Process
Intelligence Cycle
Client
Express
Plan
Collect
Exploit
Analyze
Produce
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« Objective Centric »
Analysis
Needs
Collect
Sources
New
Information
Competitor
New Needs
Issues
(clients)
Actionnable
Analyse
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Phases
Market
Objectives
Context Means
Competitors
Environment
Contrainsts
Analysis
Plans ROE
Analysis
Decision
Decision Concept
s Scenarii
Synthesis
Execution
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« Methods Centric »
Decision
Context
Environment
Competitors
Conception
Text Mining
Cartography
Social Networks
Distribution
Benchmarking
Timeliners
PEST-EL
Brevets, experts
Organizational Behaviour
Value Chain
Financial Analysis
SWOT
Brainstorming
Strategic Simulation
Risks Analysis
Sectorial Behaviours
Scenarii Analysis
Strategic Planning
ACH
Decision Profiling
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Various Application
Contexts
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Pierre Memheld - Copyright 2016
Rubikscube ™
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Context: Text Mining
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Context: Cartography
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Context: Social Networks
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Context: Distribution
Géographique
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Environment: Benchmarking
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Environment: Timeliners
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Environment: PEST-EL
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Environment: Patents, Experts …
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Competitors: Organisational
Behaviours
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Competitors: Value Chain
Analysis
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Competitors: Financial Analysis
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Competitors: SWOT
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Conception: « Brainstorming »
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Conception: Risks’ Mapping
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Conception: Strategic Simulation
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Decision: « Analysis of
Competing Hypotheses »
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Decision: Scenario Analysis
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Decision: Profiling
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Analysis Constraints &
Limits
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Decisions Informations
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Limits Solutions
Methods
Expertise
Analysis Assets
Monitoring
Processing
Biaises
Info. Overload
Availability
Cognitive Biases
A cognitive bias refers to a systematic pattern of deviation from norm or rationality in judgment, whereby inferences about other people and situations may be drawn in an illogical fashion.
Individuals create their own "subjective social reality" from their perception of the input. An individual's construction of social reality, not the objective input, may dictate their behaviour in the social world.
Thus, cognitive biases may sometimes lead to perceptual distortion, inaccurate judgment, illogical interpretation, or what is broadly called irrationality.
Some cognitive biases are presumably adaptive. Cognitive biases may lead to more effective actions in a given context.
Furthermore, cognitive biases enable faster decisions when timeliness is more valuable than accuracy, as illustrated in heuristics.
Other cognitive biases are a "by-product" of human processing limitations, resulting from a lack of appropriate mental mechanisms (bounded rationality), or simply from a limited capacity for information processing.
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Decision Makers Profiling
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Cognitive Biases
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Real case biases
Lack of reliable information: distorsion from the source to the analyst …
“Confirmation Bias”: we tried to confirm the false hypothesis of the customer …
“Social Constrainst”: we did not challenge the customer’s belief …
“Financial Constraint”: the customer pays you so agree with him …
“Biaises’ Bias”: despite the knowledge of analysis methods, we biased ourselves …
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