This keynote presentation to the Western University undergraduate research conference was designed to highlight the different paths toward success in research from a variety of disciplines, drawing on my career in psychology, public health, design and social innovation.

1. Dr. Cameron D. Norman
Senior Researcher
Ivey International Centre for Health Innovation

4. In preparing for battle I have
always found that plans
are useless, but planning is
indispensable.”
– Dwight D. Eisenhower
PLANNING

7. Supporting Smoking Prevention &
Cessation with Youth
Norman, C. D., Maley, O., Li, X., & Skinner, H. a. (2008). Using the internet to assist
smoking prevention and cessation in schools: a randomized, controlled trial. Health
Psychology, 27(6), 799–810. doi:10.1037/a0013105

8. eHealth literacy is defined as:
“the ability to seek, find, understand, and
appraise health information from
electronic sources and apply the
knowledge gained to addressing
or solving a health problem.”
-- Norman, CD & Skinner, HA (2006). Journal of Medical Internet
Research 8 (2)

9. Norman, C.D. (2011). eHealth literacy 2.0: problems and
opportunities with an evolving concept. Journal of Medical
Internet Research, 13(4), e125. doi:10.2196/jmir.2035

10. CREATIVITY

18. CONNECT

22. Norman, C. D., & Huerta, T. (2006). Knowledge transfer & exchange through social
networks: building foundations for a community of practice within tobacco control.
Implementation Science, 1, 20. doi:10.1186/1748-5908-1-20

23. Norman, C. D., Best, A., Mortimer, S., Huerta, T., & Buchan, A. (2010). Evaluating the Science
of Discovery in Complex Health Systems. American Journal of Evaluation, 32(1), 70–84.
doi:10.1177/1098214010379038

24. DISCOVERY

25. Asking Better Questions
• Why? (science)
•How might we? (design)
• What if? And What might
happen? (systems thinking)
• Who benefits? (ethics)
•What do I want to happen?
(strategy)
•Where do activities cluster?
(networks)

26. THINKING IN SYSTEMS

31. Cynefin Framework

32. Zones of Complexity

33. SHARING &
STORYTELLING

40. 1st Generation
-Pre 1990’s
-Terms:
-Diffusion
-Dissemination
-Knowledge Transfer
-Knowledge Uptake

41. 1st Generation
-Assumptions:
-Knowledge is a product
-Handoff between knowledge producers &
research users
-Knowledge is generalizable across
contexts
-Degree of use is a function of effective
packaging

42. 2nd Generation
-Mid 1990’s to present day
-Knowledge exchange is key term
-Assumptions:
- Knowledge comes from multiple sources
- Key process is interpersonal, social
relationships & networks

43. 2nd Generation
-Assumptions:
- Knowledge is context linked, must be
adopted to local settings
-Degree of use is a function of effective
relationships & processes

44. 3rd Generation
-Systems models; dynamic interchange
-Knowledge integration
-Assumptions:
-Knowledge cycle tightly woven with
priorities, culture and context

45. 3rd Generation
-Explicit and tacit need to be interwoven into
policy making and decisions
-Relationships mediate through the cycle,
must be understood as a system
-Degree of use is a function of effective
integration within organization

46. SEEING THE FUTURE

47. Design is the discipline of innovation.
If you want to innovate, you need to design.
– Marty Neumeier

48. Design is creation for reproduction
- Van Alstyne & Logan, 2008