In an era of rapid technological advancement and evolving user expectations, the paradox of choice, whereby more options reduce satisfaction, increase anxiety, and trigger decision paralysis, creates distinctive challenges for innovation. This study examines the relationship between problem-space design thinking practices, innovation radicalness, and the moderating role of data technology adoption. Analyzing survey data from Europe and the US, we find that empathy-driven, human-centered approaches significantly contribute to innovation radicalness. Reframe practices are also positively associated with innovation radicalness, whereas frame practices are not. The adoption of data technologies, although not directly related to innovation radicalness, accentuates the impact of observe and notice practices. Our findings contribute to the discourse on problemistic search by highlighting the role of empathy and reframing in challenging cognitive frames and assumptions. While data technologies, such as big data analytics, the internet of things, and artificial intelligence, can complement observe and notice practices by improving the collection of user insights, they prove less effective in supporting reframe practices for achieving innovation radicalness.
Dell’Era et al. (Wed,) studied this question.