view from bluff across wide expanse of lands

Indi and her team will help you transform your intent into positive impact, with a diversity of thinking styles in mind, mapped to mental model segments in an opportunity map.

custom research
embedded mentoring
private coaching
try-it-out day

How long does it take?

Each time we conduct a study, it includes 5 participants per behavioral audience segment. You can start small and aggregate over time.

diagram of the steps listed below, with timing

  1. frame the scope: begin with careful exploration of why you are seeking deeper understanding and what combination of thinking style +  purpose you want to study (1 week)
  2. recruiting & screening: find and qualify candidates (2 weeks)
  3. conduct listening sessions: approximately an hour with each participant (2 weeks); optional field visits (when topic is physically habitual): add concepts that didn’t come up in listening session (+2 weeks)
  4. mental model diagram: the city skyline top half of an opportunity map:
    • informal synthesis: write summaries from memory, capturing the most salient concepts; create diagram from these summaries (1 week)
    • formal synthesis: create transcripts from session recordings, comb & summarize transcripts capturing 100% of the concepts; create diagram from these summaries (3 weeks)
  5. thinking styles: personas-sans-demographics; write participant descriptions, compare unique concepts to form participants into groups, write descriptions for each thinking style (1 week)
  6. opportunity map alignment: add organization’s capabilities (competition, dependencies, other data) beneath each tower it supports (1 week)
  7. opportunity discussion: map out and combine opportunity spaces; discuss prioritization; conduct gap analysis and strength/weakness review; communicate depth of knowledge to set the stage for your ideation sessions.

Timline of a full mental model study

thumbnail of project plan PDF


my own examples
research portfolio