COURSE Overview

You know how your customers behave. You know what they do, and maybe even at what times. You have personas and journey maps. But yet, without knowing why they do the things they do, is it really enough to base your most important strategic decisions about your company's or your product's future? This course teaches you how to get into the minds of your customers and conduct psychographic research based on the Six Mind methodology of internationally-recognized cognitive psychologist John Whalen, Ph.D. 

Understanding how your customers think can transform how you manage and design products. By recognizing the six cognitive processes that underlie product experience, you can pinpoint the customer behaviors you need to pay attention to, find your customers’ biggest pain points, and locate new opportunities for future products.

Join cognitive scientist John Whalen to learn how your customers think, identify new insights into their needs, and discover how to apply that information to your product designs. Using a combination of short lectures, fast, fun exercises, and group discussions, John walks you through six cognitive processes and explores how they define a product’s experience. You’ll quickly learn how words, emotions, attention, and expectations affect how your customers make decisions and why past experiences, stereotypes about products, and memory are all important to a product’s success. By the time you’re through, you’ll know how to uncover immediate emotional responses and deep-seated customer goals—and design products that satisfy both.

What you'll learn & and how you can apply it

In this one-day course, you will learn how to develop psychographic profiles based on the six cognitive processes that underlie a customer's experience:

  • Vision/Attention – What interests them, what is top-of-mind, what are they seeking in terms of information and social interactions.
  • Wayfinding – What tools do they use to get answers and keep up-to-date? How do they describe using their phones and navigating through the interfaces to get what they want? How is that different from the actual recordings?
  • Memory – What is their frame of reference for their world? What do they perceive as their biggest goals? How do they frame them? What are they highly knowledgeable about? What are their expectations about how phones work and should give you answers?
  • Language – How sophisticated is their linguistic usage? Are there areas they are expert at (e.g., knowing all the proper terms for ballet moves, or all the latest components to drones)? What does their language about search and finding information suggest about their approach and expectations?
  • Decision Making – How sophisticated is their decision making? How do they solve problems they encounter? Are they able to “step back from themselves” to identify the core problems or do they reaction more emotionally? What sorts of problems are they focused on (short-term social ones, long term goals)?
  • Emotions – What are their biggest drivers (e.g., fears, anxieties, goals)? To what extent to they make decisions about their mobile activities as goal-driven vs. emotional or social outlets? What is underlying their behavior (e.g., rebelling against parental control, love of an activity, social pressure, etc.)? Together these dimensions give us a wholistic sketch of each individual we can use in which to identify patterns and commonalities amongst the group, creating larger patterns that can be used to identify needs, information pain points, and product opportunities.

By the end of the day, you'll be able to:

  • Measure your customers’ thinking and use those insights to optimize your business strategy and/or product designs.

  • Examine product experiences using a neuro lens 
  • Apply your understanding of customer thinking to identify product opportunities based on cognitive needs

This training course is for you ESPECIALLY IF...

  • You want to know what your customers are thinking, identify their biggest pain points, gain insights, and discover new opportunities for future products
  • You want to know the deeper "why" behind the "what" 
  • You are an AI product designer or data scientist who wants to recognize and understand which customer behaviors to pay attention to, learn how to spot new patterns in your data, and identify ways that AI systems can present information to mimic how people already think


This course is one of six courses required for the UXMA Researcher Certification. This certification also includes mentor-coach hours and a performance assessment. 

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