Granular Behavior Analysis Gets to the Heart of Customer Behavior

Are you in a mature industry where you’re not certain how much “innovation space” is left? Or do you need to get a better grasp on who your customers are, but aren’t sure where to begin? Our Granular Behavior Analysis can provide the perspective and information you need.

The power of this approach is in its granularity. With it, we’ve been able to find new ways to frame mature industries, and consequently give our clients new inspiration that leads to innovation. We’ve also found this approach to be useful leading into large-scale, quantitative segmentation studies. Granular Behavioral Analysis unveils what areas of questioning need to be explored in a segmentation study, as well as provides the customer language with which to ask those questions.

This granular insight into customer behavior is achieved through various forms of content analysis, in which each sentence of customer commentary is analyzed individually for the needs expressed within it. We then create need states frameworks from these insights around customer need, which provide transparency into all the varied reasons why someone may engage in the activity being studied.