How to Get Founders to Listen ⟡ When Psychology Meets UX #12

You can also register here: https://luma.com/0fosenpy

From product questions to leadership decisions, with Ana Paula Barquet, Lead Research Manager at getolo.

What you can expect

Most research answers the question it was given. The harder skill is recognizing when the question itself may need to be revisited, and being able to have that conversation with stakeholders.

Ana Paula Barquet leads research at getolo, and she will walk through three moments where the research lens had to widen, each one further from the individual user than the last.

It starts with a solution request. Users kept asking for an app, and the obvious path was to build one. Research reframed it as a set of friction points that could be solved in the product that already existed, and put the options in front of the leadership team without prescribing the answer. The say-do gap, in a single decision: what people ask for is rarely what they need.

Then the journey. Every team heard from customers only about its own slice, so nobody saw the whole. A feedback programme that ran from consideration stage  through to lost customers made customer evidence continuous rather than dependent on individual research projects. strongest insights turned out to sit between teams rather than inside them.

Then the market. Taking pet insurance into a new country is not a single research study. It needs competitors, trends, regulation and a lot of reading, and it is where research stops being a service to product teams and starts informing strategic decisions.

You will leave with a sense of how to widen a question without losing the evidence, how to bring options to leadership rather than conclusions, and why staying close to the decision is what keeps research relevant in times when more of the research process becomes automated.

After the talk we will run a short facilitated session, then keep the conversation going over food and drinks.

Event Agenda

18:00 – 18:30 Check-ins 18:30 – 18:45 Event intro
18:45 – 19:15 How to Get Founders to Listen, by Ana Paula Barquet, Lead Research Manager at getolo
19:15 – 19:30 Interactive session
19:30 – 21:00 Networking, food and drinks

This Series

Each month, we mix learning with honest conversations, sharing ideas, tools, and reflections on how behavioral science can shape the way we design and think.

It is a friendly space to connect, exchange experiences, and grow as more mindful, human-centered designers.

We would love to know if you would like to join us by sponsoring us, supporting us as a volunteer, or taking the stage as a speaker. Fill up this quick form and we will be contacting you.