EP62: The four levels of product consciousness

Episode notes

Product consciousness shapes how your customers experience, interpret, and talk about your product. And if you are not accounting for it, you may be making product decisions based on incomplete or misleading feedback. In this episode of In Demand, Asia and Kim break down the four levels of product consciousness and why not all customer feedback should be treated equally. Asia explains how different types of users perceive friction, why some blame themselves instead of the product, and how relying on the wrong feedback can create a false sense of confidence. They walk through how to identify each type of customer, how to balance feedback across groups, and why observation often matters more than what customers say. The conversation also covers how to structure better UX research, when to incentivize interviews, and how to build a reliable feedback loop that actually improves product decisions. If you feel like something is off with your product but you’re only hearing “it’s great” from customers, this episode will help you understand why and what to do about it. Got a question you’d like Asia to unpack on the podcast? Record a voicemail here . Links: DemandMaven