Natural language and the art and science of problem/opportunity formulation: a transportation planning case analysis

The formulation process has been called the most important phase of decision making, yet little is known about how this process is carried out in a group, team, or organizational context through a discussion of issues and opportunities. This paper reviews the literatures on problem/opportunity formulation, particularly as related to the use of natural language in developing collective perception. Applying a taxonomy of six linguistic structures, the formulation process of a 13-member transportation planning committee is analysed. The results of this field study suggest overall preferences for simple rather than complex linguistic structures, differentiated by member roles (leader versus non-leader). Further, exploration of the problem/opportunity-space began with a relatively broad interpretation of the problematic situation, and proceeded incrementally. Digressions from this incremental exploration increased as the process unfolded, precipitated by changes in speakers. The implications of this analysis for understanding and managing the formulation process, as well as for future research, are discussed.