Training on the Fuzzy Cognitive Mapping technique

A 3-day training on the Fuzzy Cognitive Mapping (FCM) technique has recently taken place, led by Dr Gonzalo Nápoles of Tilburg University, The Netherlands. Five BUBS academics belonging to the Digital Marketing Research Group participated in the training: Dr. Miguel Moital (organiser), Dr. Elvira Bolar (Leader of the group), Dr. Ediz Ackay, Dr. Danni Liang, and Dr. Kaouther Kooli. The training was funded by QR funds and was an opportunity to develop skills on a versatile and upcoming research technique, which is expected to be welcomed by high quality journals.

The FCM technique is a cause-effect relationship knowledge-based method for modelling complex decision-making systems of humans. It emerges from a combination of cognitive mapping and Fuzzy logic and artificial neural network, and this method is increasingly used in social sciences and humanities research. FCM is suitable to both data generated by the researcher as well as big data. The technique can be applied to a variety of research settings, such as consumer behaviour, organisational decision making and social/public policy decision-making.

Participants unanimously considered to have learned a lot over the three days. Dr Nápoles was able to explain the complexity of FCM principles in an accessible way, with engaging discussions taking place around how the technique can be used in social sciences / marketing research. Participants agreed that the ability of FCM to answer different research questions while enabling looking at the data in different ways opens up many opportunities for research. Plans for future collaboration with Dr. Nápoles at both individual and institutional level were discussed.

Dr Gonzalo Nápoles, from the Tilburg School of Humanities and Digital Sciences (Department of Cognitive Science and Artificial Intelligence), is a leading contributor to the development of the technique, having several publications on it. He is the lead developer of the FCM EXPERT software tool which can be used to carry out FCM analysis.