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 versus 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 is behavioral design. She will explain why behavioral design is a crucial part of the product development process and how to employ it when developing a new product or iterating on an existing one.