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’.
