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Mind the Product

Product Management

Product Unplugged – Episode 1 with Thor Mitchell

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Deep dive: Mastering stakeholder management for product leaders

B2B product management

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Three amazing speakers to learn from at #mtpcon London 2025

The best resources for product managers in 2025

Should you specialize or stay versatile in product?

How GenAI has improved GoDaddy’s product experience – Laka Sriram (VP Generative AI, GoDaddy)

Meta scraps third-party fact checking in favour of community notes

Andres is a freelance writer and digital marketer with a background in engineering and a keen interest in the latest technology advancements. He currently helps tech companies and startups tell their stories by turning their complex ideas into easy to understand material. You can reach out to him on LinkedIn

Andres Phillips

<p>People don’t buy products, they buy the symbolic meaning behind these products. In this <a href="https://www.mindtheproduct.com/producttank/" target="_blank" rel="noopener noreferrer">ProductTank</a> London talk, <a href="https://stylepsychology.co.uk/about/our-founder/" target="_blank" rel="noopener noreferrer">Kate Nightingale</a>, Founder of Style Psychology, takes us through the steps of imaginary research and teaches us how to design more human stuff.</p>
<p>Her key points include:</p>
<ul>
<li>Applying research findings</li>
<li>Steps of imaginary research</li>
</ul>
<p>Watch the video to see Kate’s talk in full. Or read on for an overview of her key points.</p>
<h2>Applying Research Findings</h2>
<p>There&#8217;s a lot of research being done that relates to consumerism and consumer behavior. However, in Kate’s experience, this research is not being applied appropriately. She believes that anyone building or designing products should be using imaginary research to avoid succumbing to fundamental psychological research flaws. One way to do this is to create a mental manipulation of the mind’s design and propose solutions to the problem.</p>
<h2>Steps of Imaginary Research</h2>
<p>The first question you need to ask yourself is &#8216;who is the customer?&#8217;. This refers to the personality of the customer, not their age demographics or lifestyle as typically done. You also need to ask &#8216;who is the brand?&#8217;.</p>
<p>According to research done in psychology and neuroscience, our minds perceive brands as human beings. A brand, therefore, needs to be given human-like characteristics. Similarities attract and the brain hates conflict, therefore we need to determine if the brand and the personality of the customer match each other.</p>
<p>Contrary to popular belief, a product doesn’t truly fulfil any need that we as humans have. Instead, we resonate with the symbolic meaning behind the product. The product must also be able to speak to our subconscious. If it isn’t intuitive or obvious what it does, then it won’t sell.</p>
<p>The key takeaways from Kate’s talk are that, as product people, we need to reverse engineer the process to design the right product. We should imagine the product and make it touchable in order to create something which the customer will want.</p>

core/freeform

Product Management Process

How to F.A.I.L. better in product by Marc Abraham

Fighting product-market drift by Dave Wascha

Building a digital product organisation, brick by brick by Nils Michaelis

Learnings from London: Going from Meh to Awesome by Shiva Rajaraman

The art of product management with Ken Norton

Using principles to make better decisions faster by Martin Eriksson

Rethinking delivery with product operations in the age of product

What’s stopping teams from running experiments by Cameron Savage

Top 7 signs you’re in a bad product system by Scott Williamson

How to bring product thinking to any team by Merissa Silk

Imaginary Research – How to Design More Human Stuff by Kate Nightingale

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