Cogitate, articulate, communicate: the psychosocial reality of technology roadmapping and roadmaps



Roadmapping has gained acceptance by technology management practitioners as a key tool in planning and strategy development. Technology roadmapping workshops are essentially a socially facilitated mechanism that solicits a diverse group of participants for their pool of experience and expertise in order to explore the opportunities and challenges facing an organisation. The group collaboration is captured through the generation of a roadmap which provides a visual representation of their collective cognitive efforts. It must therefore be acknowledged that the actual practice of roadmapping involves numerous complex underlying cognitive factors and social interactions. In this regard, an initial framework for the exploration of the psychological and sociological aspects involved in technology roadmapping and roadmaps is presented. The postulation is that roadmapping/roadmaps provide a mechanism/vehicle to cogitate, articulate and communicate.