Why You Shouldn’t Listen to Your Customers: The Evolution of the Behavioral Product Manager

Product managers often rely on qualitative research (surveys) to dictate their product development processes, but behavioral science demonstrates that the customer's word is often unreliable due to cognitive biases at play. The evolving world of product design & development requires that product leaders incorporate the science of human behavior in a more rigorous way than just relying on instinct.

Kristen can speak to the gap between what customers say and what they actually do, and how understanding this gap will lead to building better products. The key differentiator between traditional product managers and behavioral product managers? Behavioral design. She'll explain why it's a crucial part of the product development process and and answer questions on how to employ it when developing a new product or iterating on an existing one.

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Kristen co-founded Irrational Labs, a behavioral product design company, with Dan Ariely in 2013. Irrational Labs helps companies and nonprofits understand and leverage behavioral economics to increase the health, wealth and happiness of their users. She also co-founded
Common Cents Lab, a Duke University initiative dedicated to improving the financial wellbeing for low to middle Americans. She was on the founding team for the behavioral economics group at Google, a group that touches over 26 teams across Google, and hosts ones of the top behavioral change
conferences globally, StartupOnomics. Before designing, testing and scaling products that use behavioral economics, Kristen was
a Sr. Product Manager at Intuit and camera startup, Lytro.

Kristen Berman
Co-Founder
Irrational Labs