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Course – Finding Thinking Styles

Finding Thinking Styles

In Finding Thinking Styles, you’ll learn a reliable, repeatable process for grouping people by how they think, not by shallow demographics, behaviors, or statistics. You’ll learn how to discover the thinking styles that exist within the boundaries of goals that your organization helps people accomplish.

Every role is welcome to this course: makers, thinkers, understanders, clarifiers. You will need the skills of collaborative teamwork and dwelling in details.

Required

before you take this course:

Self-paced Course Listening Deeply
-or- Book Time to Listen (Ch. 2, 3, 4, 6)

see if you are ready

Enroll

Self-paced course

Closed captions

Last updated July 2026

Join Indi’s Slack community

6 month access

About the course

Indi Young, creator of Data Science that Listens, teaches reliable methods for guiding product strategy based on a nuanced understanding of the people you support (or wish to support). This is the strategic gateway into truly human products, services, and policies.

The biggest paradigm-shift is that you work within a goal/purpose that people share, instead of trying to describe people universally across a market population. This shift gives you deeply actionable understanding that leads teams to opportunities no one else is seeing.

This course follows an in-depth example that explores all the angles. Eliminate the guesswork and leave your assumptions at the door.

Sneak preview as video shorts about the danger of demographics.

Check out examples and uses of Thinking Styles.

Course Sections:

Section 1 – Why Thinking Styles

1.1 Think Bigger

1.2 Define Thinking Styles

1.3 The Choice to Support

1.4 How Many Thinking Styles?

1.5 Why No Demographics?

1.6 Compare to Other Segmentation

1.7 Compare to Roles

1.8 What Do They Look Like?

1.9 Thinking Styles Change

Slide from the section 1.3 The Choice to Support, titled "If thinking styles differ enough." The rest of the slide reads, "you can vary things like: support of philosophy or personal rules, tone of voice, vocabulary, order of focus ... without judging ... various styles are each valid ways of using abilities in pursuit of the purpose

Section 2 – Represent Your People (Representative Collaboration)

2.1 Validity = Team

2.2 Represent Your People

2.3 Split Stories or Not?

2.4 Note the Essential Cognition

Slide titled "Why is a team important?" The answer is, "avoid assumptions and bias, ensure validity of results, this is how emergent synthesis ensures coverage of possibilities." There is an illustration of a person speaking to the right, saying, "It's not like I can get it alone. I need the group to read it another way, and then another way. Until you do the group back-and-forth you don't know what to pay attention to, or what is essential in your people's transcripts.

Section 3: Find Similar Essential Cognition

3.1 How This Works

3.2 Play Your Cards

3.3 The First Pancake

3.4 Coherence of Groups

3.5 After the First Pancake

3.6 Too Much Cognition? (solving coherence issues)

3.7 Play Cards Across Contexts (solving coherence issues)

3.8 Not Enough Cognition? (solving coherence issues)

3.9 What to Do With Singles? (solving coherence issues)

3.10 Tipping Toward Preferences? (solving coherence issues_

3.11 How to Tell When Finished

3.12 The Last Iteration

illustration of nine people on zoom (seven of them active "players") discussing the latest card played, a blue card called 202 Driving in Ireland. Compared to the other four cards on the table, people say, "That one doesn't feel right. It doesn't have that level of anger at someone endangering me. Or does it?" Another says, "Yeah, I had a similar reaction." A third team member says, "Well, the person does feel endangered by their husband, and they're doing a lot of emotional management to convince their husband to stop driving too fast."

Section 4: Descriptions & Labels

4.1 Describe Each Thinking Style

4.2 Label Each Thinking Style

4.3 Check Your Work

4.4 What We Changed

4.5 Compare to Existing Segments

4.6 Create Artefacts

Section 5: How Orgs Can Use Thinking Styles

5.1 Elevate Complexity & Variety

5.2 Measure & Track Outcomes

5.4 Collaborate Across Silos

5.5 Create Reverent Ideas

Who is this for?

People who will find the thinking styles for the organization to support.

If you have worked with personas, get in here. Thinking styles are very different, more statistically valid, and enable more mindful idea generation. This is how you create truly new innovations.

If you will be using thinking styles, check out the overview Working With mmSkylines & Thinking Styles.

Extra benefit: This is how you show the organization what it means to stop judging or ignoring people.

Study this course if you are tasked with finding thinking styles within one purpose.

  • Researcher, Quant, Qual, Mixed Methods
  • Software Engineer, Product Engineer
  • Marketing

Study all but Section 3 to learn how to shift your mindset into supporting someone instead of trying to change them:

  • Product Lead, Design Lead, Content Lead
  • Design Strategist
  • Entrepreneur, Founder
  • Ideas Person

Course Features

  • 33 videos, in 5 sections
  • Total video time: 11.00 hours
  • Demos and examples
  • Practice, reflections & quizzes
  • Closed captions
  • Listen w/ or w/out the screen
Three illustrated heads in silhouette. Each shows a brain as a scribble. Inside each brain a different location is highlighted in purple, red, or green scribble, to show that different "thinking styles" are activated.

Price levels – Finding Thinking Styles

Regular

Price per person:

US $500

When your employer is covering your cost

Union, University, Government

25% off

US $375

When your union, university, or government is covering your cost

Out of Pocket

50% off

US $250

When you will NOT be reimbursed for the cost by anyone (e.g. unemployed, self-employed, contract worker, student, boss hopeless getting budget)

Extreme Currency Exchange

90% off

US $50

Only for people who live, earn, and pay in a country that has very limited purchasing power in the USA (e.g. Argentina, Brazil, India, Malaysia, Peru, Philippines, Serbia, South Africa, Ukraine)

Click here to compare courses for your role

Testimonials

  • If you build stuff that’s meant to help people get something done that they want to do but struggle to do, then you might’ve wondered, like me, whether or not people have their own reasons for deciding on one path over another. And obviously they do. So the course and…
    — Steven Dean, 27-Aug-2026
    Read more
  • If you build stuff that’s meant to help people get something done that they want to do but struggle to do, then you might’ve wondered, like me, whether or not people have their own reasons for deciding on one path over another. And obviously they do. So the course and practice group of finding TSs helped me finally see a way to get to those reasons.

    — Steven Dean, 27-Aug-2026

  • You are an awesome educator and thought leader. I really appreciate your positive and supportive approach to everything you do. You never make someone feel inadequate for not knowing something. Which unfortunately isn’t something people of influence always do.
    — Rachel, 8-Feb-2024
  • You are an awesome educator and thought leader. I really appreciate your positive and supportive approach to everything you do. You never make someone feel inadequate for not knowing something. Which unfortunately isn’t something people of influence always do.

    — Rachel, 8-Feb-2024

  • I had previously taken Indi’s Listening Deeply course and really enjoyed both her approach and the way she teaches, so I wanted to continue learning with her. Finding Thinking Styles has helped me look beyond people as user profiles and better understand how they think and why they can make…
    — Fausto Camacho, 26-Aug-2026
    Read more
  • I had previously taken Indi’s Listening Deeply course and really enjoyed both her approach and the way she teaches, so I wanted to continue learning with her. Finding Thinking Styles has helped me look beyond people as user profiles and better understand how they think and why they can make different decisions when faced with the same situation.

    — Fausto Camacho, 26-Aug-2026

  • It would depend on how much experience they had. I think for me, (someone with academic training as well as a decade of experience) it was inspiring yet very challenging. The concepts are complex and the level of psychic energy required (deep empathy practice) is demanding. I wish I had…
    — Aria, 17-Jun-2021
    Read more
  • It would depend on how much experience they had. I think for me, (someone with academic training as well as a decade of experience) it was inspiring yet very challenging. The concepts are complex and the level of psychic energy required (deep empathy practice) is demanding. I wish I had more time to read and absorb and sit with it all. I wish I had been given more instruction on how to prepare (mainly readings). I realised too late how important the suggested readings would have been for me to hit the ground running. I wish I had known that lectures were more likely to be three hours long, rather than than two-hour period I was expecting. So if this was a new field for someone, I would warn them that they might feel overwhelmed and out of their depth. And I would tell them it is closer to 5 hours of work a week and to do all the reading before the course starts.

    I just scanned the next question and realised I have focused on the more constructive side of feedbacking :-)

    I want to emphasise the inspiration part of the course for me. The way that I felt reminded me of when I was doing social policy evaluation research at university, back in the mid 2000s. I felt hopeful and a connection to a meaningful way of understanding humans and working towards change. Working in various, commercially driven industries over the years can grind this hope out of you. Hollow incentives like KPIs, NPS, “diversity” boards etc can wear you down. And maybe I’m just getting more cynical in my older years. So yeah, hearing, seeing and practicing a way of bringing true empathy to UX research felt exciting and hopeful. I also really love the structure of the method overall. It can feel like such chaos sometimes, drowning in an ocean of transcripts (and I like that you embrace a certain amount of that) so to have a set of tools and practices to help you swim through it all felt like tangible hope.

    — Aria, 17-Jun-2021

  • I would definitely recommend that they learn this exciting and innovative research method. The course introduced a very interesting and valuable research methodology, and we were able to explore the introductory concepts in depth.
    For me, the most unique part of the course was its overall methodological structure. It was completely…
    — Csilla Herendy, 4-Aug-2026
    Read more
  • I would definitely recommend that they learn this exciting and innovative research method. The course introduced a very interesting and valuable research methodology, and we were able to explore the introductory concepts in depth.
    For me, the most unique part of the course was its overall methodological structure. It was completely different from the methods I already know and use. I was surprised by how much preparation and understanding the course required. University seminars should be like this, but because students usually do not have enough time or motivation, they rarely can be.

    — Csilla Herendy, 4-Aug-2026

  • It gives you a good theoretical base of how to build thinking styles from research material
    — anonymous, 7-Jun-2021
  • It gives you a good theoretical base of how to build thinking styles from research material

    — anonymous, 7-Jun-2021

Read more testimonials

Frequently Asked Questions

Q: If I have questions about the course content, will Indi answer them for me?

A: Asking a question in the Slack community will give Indi, her team, and many other Slack members a chance to see the question and respond to it.

Q: Do the recordings qualify me for Indi’s Problem Space Certification Program?

A: Not quite. You will also want to join the Live Practice series for each course. In these Live Practice meetings, you get to work on exercises together with Indi and others. This is where we discuss nuances of context and share experiences that help others prepare to conduct their own research. Live Practice meetings give you a chance to double your knowledge and demonstrate your understanding.

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