I often joke that my sociology degree gave me the ability to read the minds of clients. Obviously, mind-reading is impossible, but sociology did give me the tools to identify social patterns, which helps me understand how clients interact or struggle with a product, process or platform. Once I identify similar behaviors, I'm better able to anticipate client needs and craft a better design and message.
This process usually results in at least one person asking, "but, how did you figure out that out!?" So, mind reading is the simplest answer.
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