- 1. Beyond Reality: Aspects of Business Simulation Design and
Use that Deliver Learning Jeremy J. S. B. Hall Training 2010
Conference February 3 rd -Session 706
2. Purpose
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- The elements and structure of a business simulation designed
for learning.
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- The appropriate level of reality to ensure learning and
engagement.
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- What is required beyond the simulation model for a simulation
that focuses on learning rather than just replicating thereal
world.
- Strategic simulation design issues
3. Audience
- Users of business simulations?
- Designers of business simulations?
- Choosers/authorisers of business simulations?
4. Agenda
- Why doyouuse simulations?
- What doyouwant from them?
- Reality: the reel problem and the cat, the kitten the
hysterical bird and the naked man
- Beyond reality: design for learning issues, focus and
waste
- Case Study the DISTRAIN SIMULATION
5. Jeremy Hall
- Designer of business simulations
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- Over the last 40 years have designed 60+
- User of simulations for training
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- Run them around the world 2,000 + times
- Believe passionately in their use and how to improve their
design.
6. Simulations: What they do PREPARE REVIEW SIMULATE P-2 P-1 P-3
P-4 P-5 MAKE DECISIONS ANALYSE RESULTS SIMULATE REPLAN 7. Why
doyouuse simulations?
- Explore Knowledge and Challenge Understanding
- Develop and Practise Skills
- Assessment and Evaluation
- Churchill Fellowship Study (Hall, 1996)
What are simulations best for? 8. What doyouwant from them?
- Your wish list for a business simulation?
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- A Model of your business?
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- Effective, efficient & consistent learning?
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- Use by in-house trainers?
9. Reality the holy grail?
- A commonly held view is that an exact replica of reality is the
ultimate goal of business simulation design.
- Designers of business simulations all have the common objective
of making their model as realistic as possible (Decker et al,
1987)
- Management simulations are valid pedagogic tools provided they
are complex and realistic(Miller & Leroux-Demers 1992)
10. Exploringreality
- The Simulator: The Reel Problem!
- The cat, the kitten, the hysterical bird and the naked
man!
11. The simulator: the reel problem Would reality be better? And
this from someone who finds tail chasing valid. Ive got my new bird
simulator But its a cotton reel! UK: Cotton Reel US: Cotton Spool
Its less funny in American But the shape, structure, flavour &
colour are not valid. 12. The cat, the kitten, the hysterical bird
and the naked man. Reality is confusing, complex, uncontrolled and
messy! squawksquawk squawk squawk squawk p u r rr r r r mew squawk
13. What sort of reality?
- The degree to which the game corresponds with the real life
situation(Norris, 1986) ( External Validity)-aprecise mathematical
model of the business?
- Orthe extent to which the training environment prompts the
essential underlying psychological processes relevant to key
performance in the real-world setting (Kozlowski and DeShon, 2004)
. (Psychological Fidelity)-the extent to which the simulation
elicits the appropriate Cognitive Processing develops wisdom.
14. Beyond Reality Design
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- Beyond the Model - Interactions
15. Learning, Learning, Learning
- Forbusiness simulations , the learning purpose in todays
turbulent and ever changing world is to learn how to approach and
solve business problems rather than know the best solution (as in
the past?).
- So, I see simulations being concerned with developing Business
Wisdom rather than BusinessKnowledge .
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- Base simulation design on what needs to be learned rather than
what is real.
Learning Ladder 16. Focus
- B + C = Learning Need (purpose)
- A + B = Issues addressed by the simulation
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- B >> A (as A iswasteandprolongsthe simulation)
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- B > C (learners time is used productively)
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- Only build in decisions, models and results that address
learning needs not because they arereal, coolorneat!
A B C 17. Stylisation & Simplification An Iconic Model of
Reality - The London Underground 18. The Model: Stylising &
Simplification Increasing simplicity Surreal Real Business
Imaginary Generic Business Increasing stylisation Corporate
Cartooning(Hall 2008) Industry Specific 19. Beyond the Model
Decisions The Model Results Need to relate to issues, stimulate
thought and not be obvious. Need to link to decisions, stimulate
thought and not be obvious. Interactions are as important as the
model! Issues Actions Outcomes 20. Interactions Decisions &
Results Decreasing Ambiguity less detail (granularity) Ambiguity
affects cognition Granularity affects workload Corporate
Cartooning(Hall 2008) 21. Dynamics
- Simulations aredynamicand thismustbe allowed for.
- To ensure deep thought decisions must be
appropriatelyambiguous.
- Cognitiveworkloadmust be taken into account.
- Interactions must bestableandreasonable .
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- Ramp complexity and challenge as the simulation
progresses.
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- Test the modelsbehaviour.
Computer Simulations: Design for Process(Hall 2008) 22.
Engagement
- Days of tedium in front of a computer: corporate gaming is just
like real lifeTimes 6 thDec. 2008
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- Appropriate workload (not too much or too little).
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- Evolving experience (cognitive and affective).
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- Appropriate ambiguity (linking cause and effect).
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- Appropriate competition winning and not losing!
23. Design for Use
- Use by In-house Trainers - Transfer
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- Training by Schneider employees was more about having local
market knowledge than cost.
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- Each simulation was tutored by a Gambro senior manager because
this person would have the necessary in-depth knowledge of the
business.
- Tutor Support System Ease of Use
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- A system that provides additional reports to help reveal and
explain the operation of the simulation, to allow the trainers to
reactively answer questions and proactively manage the learning
process.
24. DISTRAIN Case Study
- Improve Sales Engineers Business to Business knowledge
- Replicate a Schneider Distributor
- Be run by Schneider staff
- Existing simulation extensively customized
25. DISTRAIN - Issues
- Replicate an electrical distributor
- Interactions across whole enterprise
- Distributor objectives and measures
- Finance profitability, liquidity etc.
- Marketing customer needs and influences
- Purchasing inventory management
- Human Resources skills and availability
26. DISTRAIN - Simplification
- One day duration limited complexity.
- Markets limited to three sectors.
- Only 15 separatedecisions .
- Somedecisionswerelow granularity .
27. DISTRAIN - Stylisation
- Decisionsdesigned to link to Issues
- Decisionsand Issues introduced in stages.
- Interactions: Decisions and Results.
- Somedecisionscompany wide.
- Profit levelslikeindustry but better.
- Limited types of customers, promotions and resources.
- Customer Service dynamic removed.
28. DISTRAIN The Outcomes
- Feedback from Schneider Electric/Square D after the first years
use (multiple runs).
- Recalibration ensured the simulation wasreal world.
- Continuous introduction of new ideas kept everyone
interested.
- Training by Schneider employees was more about local market
knowledge than cost.
- Each decision needed to be accounted for by another to maximize
impact. Schneider has been trying to teachthinking through the
process for years this class helped them understand.
29. Beyond Reality - Summary
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- From Reality to Simplification & Stylisation
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- Engagement from Content to Fun
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- Learning: Support and Process
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- Dont add stuff because it isreal.
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- Do create aramped, evolving experience.
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- Do spend time on designing the interactions.
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- Do link complexity to duration.
30. Jeremy J. S. B. Hall Phone+4420 7537 2982
E-mail:[email_address] Web Site:www.simulations.co.uk from
knowledge through simulated experience to wisdom 31. Bonus Slides
The slides beyond this point are to explore issues and are not part
of the main presentation 32. Exploring knowledge & challenging
understanding
RETURN Simulation SIMULATION: Virtual Business Experience (Hall
1996) Lower Order Thinking Higher Order Thinking 33. To practice
& develop skills
- Handling uncertainty & ambiguity
- Present, promote & negotiate ideas
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- Share Experience & Knowledge
RETURN SIMULATION: Virtual Business Experience (Hall 1996) 34.
To motivate & engage
- Get sales people tothink profit
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- Business people are action oriented
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- Competition is a two edged sword
RETURN SIMULATION: Virtual Business Experience (Hall 1996) 35.
To Assess & Evaluate
- Assessing Learning (the learners view)
- Evaluating Training (the providers view)
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- Life-long learning issues
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- Explicit assessment can detract from learning
RETURN SIMULATION: Virtual Business Experience (Hall 1996) 36.
Enhance Learning
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- Adult Learners concerned with using learning
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- Both with past learning and elements of course
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- 15 x more effective than lectures
- Revise, Review & Reinforce
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- Adult Learners are concerned with process
RETURN SIMULATION: Virtual Business Experience (Hall 1996) 37.
Systems Dynamics Model RETURN Computer Simulations: Design for
Process(Hall 2008) Time Understanding Confusion Cognition Time
Happiness Unhappiness Affection Time Too much work Too little work
Workload 38. KNOWLEDGE BUSINESS SUCCESS WISE DECISIONS WISDOM
EXPERIENCE Shared Experience Managed Experience Simulated
Experience Learning strategy must extendbeyond building knowledge
to encompass gaining experienceand through it wisdom Simulations
provide for this! RETURN The Learning Ladder
(www.simulations.co.uk/ladder) 39. DISTRAIN Decisions Quarter 5
Quarter 5 Quarter 5 Quarter 5 Quarter 4 Quarter 4 Quarter 3 Quarter
2 Quarter 1 Quarter 1 Quarter 1 Introduced Yes/No Small Project
Initiative Yes/No Demo Room Yes/No Demo Equipment Yes/No Electronic
Linkage Company Receivable Days Company Number of Products Company
Training Days Company Staff Numbers Company Marketing by Market
Inventory Purchases by Market Percent Markup Granularity Decisions
40. DISTRAIN: Tutor Support