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Data science that listens

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We research human cognition
for your solution strategy.

We teach research skills & rationale.

Data Science That Listens

See 7 strategic advantages
Learn about the method
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We work in many languages & cultures.

map of countries colored in by number of people there who have been trained by indi. The legend of colors has ranges of 1-5, 6-20, 21-50, 51-400. The USA has 379. Australia has 44. India has 38. Brazil has 35. Russia has 30. Canada has 29. Chile has 17. Lots of other countries are colored in for the lower two ranges, with no space to write the actual number, though.
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New Book by Amyris Fernandez

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Public Policy Design for STEM

Jennifer Strickland, at MITRE Corporation, used opportunity mapping with a mental model skyline to show agencies where to evolve physical & digital services and policies.

The 2022 CHIPS & Science Act mandates measurement of agencies’ ability to attract and retain a diverse and non-traditional population in STEM.

Forrester Report on Mental Models

Ask around your org to see if you have a subscription to Forrester Reports

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Upcoming Events

9-Oct-25 online Presentation
Paying Better Attention to the Problem
Hosted by UX Alliance MasterClass - Peepal Design
12-Jun-25 online Presentation
Our Humanity Is Needed
There is an even stronger place for UX in the near future. There are orgs who want to support people. Healthcare, government services, education, cyber...
Hosted by UX Scotland
 
 
 

Recent Events

Interview
21-Jan-25 BTI
Episode #014: Indi Young – Data Science that Listens
Indi has redefined how we approach research by championing deep listening and cognitive empathy to understand users’ experiences truly.
TRANSCRIPT
Interview
3-Jan-25 Empathy in Tech
Data Science That Listens with Indi Young
Today on the show, we have Indi Young, who is known for data science that listens. Indi is a problem-discovery researcher who makes tools that support...
TRANSCRIPT
AMA
13-Dec-24 QRCA Qcast: Chat with Indi Young
Patterns in the Noise: The Art of Decoding Cognitive Context
In this thought-provoking talk, Indi will explore three paradigm-shifting reversals that challenge conventional wisdom in user research and cognitive...
TRANSCRIPT
 
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Testimonials

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I was designing for dispatchers of windmill mechanics. The existing dispatch system could cover huge geographical areas, but it didn’t take into account the pure stress of 12 hour shifts and working with high voltage high above the ground. The listening sessions helped me understand how the different dispatchers approach their processes and their pain points.

Asaad

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While designing software for professional tax preparers I used a number of UX methods, but none helped me more than Mental Modeling. The internal engineering team had lots of ambiguity around how to approach the many problems to solve. Consulting government SMEs clarified how they saw their work and the design process for us.

Ben Judy

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The frameworks Indi teaches are truly remarkable. While there may be initial resistance from some managers, I believe that over time your methodologies will become standard practice in every product design process.

Alla Seleznova

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Huge benefit to learning this method: a consistent approach, from recruiting to coding, to ensure you get empirical qualitative data.

Kristi Leach

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We made a process for learning design that incorporates experience design. Most educational organisations are stuck using bureacratic processes meant for compliance. These days, learning crosses face-to-face and digital, centering around mobile phones. To see where we could add most value, we built a mental model, mapping the work of learning designers against supports we could put in place.

Joyce Seitzinger

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I have been tasked with several technical projects at Utah State. Mental models have been essential in the planning stage to determine what functionality is the most crucial and what “would be nice.” To come back weekly and look at our initial goal has proved helpful in keeping us working in the proper direction.

Rachael Knudsen

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We used mental models to determine how to categorise the vast amounts of information needed by residents, business owners, and visitors. One of the challenging issues was where to show what to do with a dead animal found on one’s lawn. We followed their mental model. Pets (dogs, cats) were part of Home section, while wild animals (raccoons, squirrels) went in the Parks section.

Rahel Bailie

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Mental model diagrams are a quicker path to team building and team alignment.

Becky Reed

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The most attractive thing about this knowledge repository is that it’s not at the solution level. Many teams can use it. Unlike scenarios and research notes, it’s way more organized. It’s a visual way to see the whole picture in the data. We can grow it over time, and keep track of our innovation space.

Liya Zheng

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Mental model skylines fill a giant gap. It’s easy to jump right to designing a solution when a need is found. Instead, by focusing on interior cognition and purpose the team can design the solution in abstract of its implementation. Beginning with mental models fosters incremental change and establishes a benchmark to measure against.

Michael Kennedy

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I came back from vacation to discover our team had presented a draft redesign to stakeholders, who were less than pleased. So we used mental models to understand each stakeholder’s concerns, context, and lens. The effect this had was amazing. The resulting presentation was so well-received we were asked to give it to the executive team. My team has used this approach over and over since.

Tara Schnaible

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I joined as an ethnographer to help a Zen buddhist meditation center figure out what it takes for people feel supported. Mental models allowed us to see clear steps along an individual’s relationship with the Center, mindful moments involving pivotal steps – getting calm, ringing a bell, sitting in silence. With these, we constructed a prototype for finding spiritual peer-mentors for meditation practice.

Danny Spitzberg

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