Why Neuroscience Matters to Business Analysts

Leveraging the Differences between Conscious and Nonconscious Minds Helps Stakeholders Reveal Their True Business Needs
Free tutorial
Rating: 4.8 out of 5 (63 ratings)
3,053 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


Integrating AI for Business Analysis and UX Mastery
Tom and Angela Hathaway
  • 4.4 Instructor Rating
  • 20,832 Reviews
  • 123,925 Students
  • 14 Courses

Join our thriving community of over 100,000 students from across the globe and step into the world of cutting-edge AI-assisted business analysis and UX design with us. Hello! We're Angela and Tom Hathaway, the dynamic duo behind BA-EXPERTS, and we're thrilled to have you here.

With a combined experience of over six decades, we've navigated the evolving landscape of business analysis. Our journey has been marked by a deep immersion in information technology, mastering the art of requirements engineering, and applying our skills across varied industries. From small family enterprises to Fortune 100 giants and government sectors, our expertise has fueled success stories in every corner.

In the ever-changing world of business and technology, we understand that grasping the nuances of business analysis and UX design can be daunting. That's why we've dedicated our careers to not just mastering these fields but also to making them accessible and engaging for you. Our approach is simple: we break down complex concepts into digestible, easy-to-understand segments, enriched with real-world examples and interactive sessions. This way, you're not just learning – you're experiencing.

We've embraced the power of Gen-AI tools like ChatGPT, seamlessly integrating them into our teaching and consulting practices. This forward-thinking approach not only keeps our methods current but also equips you with the skills to stay ahead in the ever-evolving world of business technology.

Our YouTube channel, boasting 20,000 subscribers, is a testament to our engaging and insightful content. Our Udemy courses, with over 100,000 students, reflect our commitment to delivering top-tier education in business analysis, requirements engineering, and UX design.

Our clientele mirrors our expertise – diverse and extensive. We've tailored unique solutions for sectors ranging from finance (TIAA-CREF) to transportation (Cathay Pacific, Emirates Airlines), telecommunications (Manitoba Telecom Services), manufacturing (Honeywell), hospitality (Starwood Hotels and Resorts), and various government agencies. This diversity underlines our adaptability and bespoke approach to each client's needs.

Dive into our world where learning is not just about acquiring knowledge, but about transforming your career. Whether you're a practicing Business Analyst, aspiring to be a BA, enhance your UX design skills, or revolutionize your organization's approach to technology, we're here to guide you. Connect with us through our courses, interact on social media, or reach out directly – your journey to mastering business analysis and UX design starts with us.

Happy learning, and remember, "The best way to predict the future is to create it." – Abraham Lincoln

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