Why Neuroscience Matters to Business Analysts

Leveraging the Differences between Conscious and Nonconscious Minds Helps Stakeholders Reveal Their True Business Needs
Free tutorial
Rating: 4.6 out of 5 (37 ratings)
2,657 students
41min of on-demand video
English [Auto]

How the difference between your conscious or rational mind and your nonconscious or automatic mind matters for defining requirements.
Why the question, "Why" makes people uncomfortable and forces them to justify themselves.
What approach is most effective in getting stakeholders to accept your invitations to requirements meetings and really show up.
A couple of tricks that you can use to improve your confidence and belief in yourself at the nonconscious level.


  • Must be a human being (no AI bots allowed)
  • You should be interested in what role emotions play in requirements elicitation and analysis.


Getting domain experts to express their business needs is a difficult task. It's not that they don't want to cooperate; it's just that they often don't know what they want or how to express it. A great deal of the problem lies in how our minds work and communicate. Modern neuroscience studies reveal that we make the vast majority of our choices without being consciously aware of it. These studies suggest that the solution lies in improving our ability to communicate with our nonconscious mind.

This overview course explains how understanding the roles that your conscious and nonconscious minds play in decisions can improve your business analysis skills tremendously. It is not a how-to course, but a brief presentation of why we struggle with defining what we want. It explains a different approach for guiding stakeholders to discover needs they don't know they have.

Getting the right requirements for a proposed digital solution has long been considered the holy grail for those tasked with that responsibility.  Whether you work as a project leader, a business analyst, a systems analyst, an UX designer, or any role that needs to discover what stakeholders expect a software application to deliver, this course is for you.

Who this course is for:

  • Practicing Business Analysts
  • Systems Analysts
  • Product Owners
  • Product Managers


BA-EXPERTS: Business Analysis for Anyone Wearing the BA Hat
Tom and Angela Hathaway
  • 4.4 Instructor Rating
  • 16,924 Reviews
  • 104,511 Students
  • 17 Courses

Angela and Tom Hathaway of BA-EXPERTS (previously Hathaway & Associates, Inc.  and Requirements Solutions Group, LLC) have been in business analysis and UX (User Experience) design for over 30 years. Their expertise spans information technology, methodologies, and innumerable applications in every industry for organizations from Mom-and-Pop shops to Fortune 100 companies and government agencies. In their writings and lectures they strive for enlightening while entertaining.

They have taught many thousands of students around the world and facilitated hundreds of requirements discovery sessions under a variety of acronyms (JAD, ASAP, JADr, JRP, etc).  In recent years, they have focused their attention on human-machine communication, in particular how to improve the use of Chatbots.

Current and past customers include TIAA-CREF (Financial), Cathay Pacific, Emirates Airlines (Transportation), Manitoba Telecom Services (Telecommunications), Honeywell (Manufacturing), Starwood Hotels and Resorts (Hospitality), numerous government agencies, and a myriad of other organizations.

Tom and Angela's training, consulting, and mentoring efforts have saved their customers around the world millions of dollars. They can help your organization evolve and improve your conversational user interface, business analysis, and UX Design practices.

Top companies trust Udemy

Get your team access to Udemy's top 22,000+ courses