Indi Young is a solution strategist who uses purpose-focused qualitative data science.

She created her method over a 30-year span, and teaches that method in courses, coaching, workshops, books, talks, and through working with teams on research studies.

She was one of the founders of Adaptive Path, the pioneering UX consultancy. Indi has written three books, Time to Listen, Practical Empathy and Mental Models. She is at work on another book in the series called Toward Variety — which coversw thinking styles.

Indi’s method is focused on people, not users.

She pioneered opportunity maps, which are mental model diagrams of people’s approach to a purpose aligned with the support a solution provides–or doesn’t.

In this episode of Fractional, we talk about how to conduct listening sessions, how to practice rapt attention, and how to unpack interior cognition to influence business and product strategy.

Indi's book, "Time to Listen"
https://www.amazon.com/Time-Listen-In...

Indi's website:
https://indiyoung.com/

Hire world-class AI consultants:
https://swarm.work

00:00 Trailer
00:36 Fractional Intro
01:54 Introduction to Indie Young and her work
03:26 Why UX researchers act as colonizers in discovery
06:16 Using deep listening to uncover true cognition
16:47 Separating solutions from research insights
19:07 Broadening the definition of jobs-to-be-done
23:30 Setting the frame for effective listening