Most companies think they know what customers want. Shawn Budde and Mike Armstrong have spent years proving that the fastest way to better products, better underwriting, and better marketing is to stop guessing and start talking to real people. From Capital One to Zest AI, Shawn and Mike share the customer conversations that changed how they built products, priced risk, and won trust. What started as a quirky RV trip through Pennsylvania turned into a repeatable playbook for uncovering the emotional truth behind financial behavior—including the hidden motivations, anxieties, and “yes” moments that data alone can miss. This episode is a sharp reminder that quantitative and qualitative research are stronger together. If you’re building products, marketing financial services, or trying to understand why customers behave the way they do, this conversation is packed with practical, field-tested lessons.
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Hosted by: Shawn Budde
Guest: Mike Armstrong
Edited by: Jonah Squires
Produced by: Meagan LeBlanc
Theme Music by: Brad Frank