Framework Proposal for Strategic Factor Analysis Driven by Design

This work proposes a new framework for business strategic analysis in scenarios of uncertainty and change. To facilitate a reorganization and update of the analysis elements of the environment, a proposal is made to apply design thinking methodologies. The research focuses on conceiving a new method for studying and analyzing strategic information linked to strategic analysis, based on the discipline of design and whose result is the creation of a new working tool called ASPECT that emphasizes the study of elements such as Art, culture and entertainment; Society and politics; People, groups and ethics; Economy and market regulation; Cities, natural environments and climate; Technology and science. This new analysis framework allows for a better understanding and reading of complexity by associating collective factors with particular characteristics of people. Consequently, it reduces the risk of excluding factors that could be relevant in strategic decision-making in ambiguous, uncertain and volatile environments. The result of using the tool is based on an analysis of qualitative and quantitative data, sources of information and interviews with experts to classify and organize the different trends that help identify innovation opportunities in the light of trends. Our conclusions highlight that the ASPECT framework represents a more comprehensive systematization to better understand the complexity of the contemporary state of the present and future reality of the postmodern world.