Researchers have developed a new technique which they believe can help companies steer their way out of controversy related to their products or services.
The ‘multi-criteria mapping’ technique, devised by the Science and Technology Policy Research Unit (SPRU) at the University of Sussex, brings together protagonists to find common ground on issues such as genetically modified crops or animal testing.
It begins with three-hour interviews in which participants allocate scores for various options related to the product or service, followed by sessions in which they ‘compare and explore’ differences and make note of areas of agreement. Final feedback sessions then try to find areas on which new corporate or government policy can be based.
The technique has been pilot tested in a study on genetically modified crops jointly carried out with GeneWatch and funded by Unilever. The study concluded that multi-criteria mapping ‘can provide an illuminating and reliable reflection of the issues at stake in any controversy’.