Better Products
Sensitivity analysis asks which uncertain beliefs could change a decision. The source uses a surgical example to show how this can guide the order and depth of a discussion, while conveying both the probability and nature of each risk.
THE IDEA
Better Products
Where needed, one can analyze the sensitivity of specific decisions to the accuracy of the beliefs guiding them. Table 41.2 shows the impact that learning about each of many side effects should have on patients’ decisions about a surgical procedure. In this example, only three side effects prove large enough to change many patients’ choices, so the authors prioritize them in the discussion. This does not establish the priorities for every procedure or justify omitting other information relevant to an individual patient. This kind of analysis creates a supply curve, showing the optimal order for providing new facts. Effective communication must convey both the probability and the nature of each such event (Fischhoff, 1994). That will be easier for some events than for others. In this example, the probabilities of the three focal side effects are large enough to be readily comprehended (rather than, say, thousandths of a percent). The nature of the two top side effects (death, stroke) should be familiar, especially to candidates for the procedure, who face these possibilities already (and might even have had strokes). Thus, communication might focus on what the unfamiliar third side effect (facial nerve paralysis) is like.
When to use it
Medical informed consent: prioritizing side-effect discussions for surgical procedures based on decision impact.
Business strategy: determining which market risks to communicate to stakeholders based on their effect on investment decisions.
Policy communication: focusing public health messages on risks most likely to change behavior.
Risk assessment: identifying key uncertainties in a project that warrant detailed analysis.
FROM THEORY TO EVERYDAY LIFE
In practice
Surgical Procedure Side Effects
In the source’s surgical example, death, stroke, and facial nerve paralysis are the side effects most likely to change many patients’ choices. The authors suggest explaining the unfamiliar effect in particular, while communicating both the nature and probability of the risks.
A MOMENT TO REFLECT
Put it to work.
How would you determine which side effects to focus on in an informed consent discussion?
How can the supply curve concept be applied to other decision contexts like business investments?
What factors make some events harder to communicate than others, and how can those challenges be addressed?
References
- Fischhoff (1994) — Fischhoff (1994)
CONTINUE THE CONVERSATION
Source texts
- Heuristics and Biases The Psychology of Intuitive Judgment (Thomas Gilovich, Dale Griffin, Daniel Kahneman)