Cognitive styles in design problem solving: Insights from network-based cognitive maps

This study aims at understanding the cognitive styles of designers from the point of view of precedent utilization and idea generation. A protocol study was conducted with 24 masters students majoring in industrial design. To analyze verbal protocols, this study devised a new way of describing cognitive processes called 'cognitive map.' It supports intuitive interpretations of a cognitive process while visualizing its comprehensive structure with rich relationships among encoded items. Based on cognitive maps, three phases of the design process were identified, and the cognitive styles of each participant were derived through integrating the cognitive styles of each phase. As a result, four types of cognitive style - Focused probers, Treasure hunters, Selectors, and Explorers - were identified and described.