A tool to help business understand customers and their decision making.
Behavioral Science
Market Research
Human Understanding
Worksheets
“Why do I need to do research, if I already know who my customer is?” - Many overconfident people in business.
Since most of business is about human beings making decisions about other human’s perceptions and experiences; the organizations that go from knowing who their customer is, to truly understanding them, have a huge leg up on their competition.
The main challenges companies face in this journey to deeper human understanding come from two philosophical challenges: (1) how to distill the complexity of human experience to what is truly important for their teams and (2) the impossibility to be unbiased about your client.
The Human Behavior Analysis is a tool we have developed over the past 6 years at nobrainer that helps resolve the first issue. Our one page analysis worksheet will help you focus on the truly important information to get past the superficial and get a deeper understanding of customer behavior and decision making, from the lens of behavioral sciences.
This article provides an overview of this innovative tool and how it can help businesses find deep insights to enhance their customer understanding, engagement and satisfaction.
What is the Human Behavior Analysis A Comprehensive Customer Analysis Framework by nobrainer universe.
Human Behavior Analysis by nobrainer universe is designed to provide a comprehensive view of customers by examining key aspects of their lives and their interaction with products or services. The framework is divided into two main sections: understanding personal life dynamics and analyzing the decision-making process.
Personal Life Dynamics
The left side of the analysis tool focuses on understanding the personal life dynamics of customers. This includes:
Life Dynamics: Examining key areas of customers' personal lives to understand their daily experiences and how these relate to your product or industry.
Actions: Observing the actual behaviors and habits of customers, emphasizing what people do rather than what they say they do.
Beliefs: Understanding the mental models, thoughts, emotions, and memories that drive customers' actions.
Context: Considering the situational, local, and global contexts that influence customers' perceptions and judgments.
Interests: Analyzing self-interests, economic interests, and social interests to uncover deeper motivations behind customer behaviors.
Decision-Making Process
The right side of the analysis tool focuses on the customer's decision-making process in relation to your product or service. This includes:
Current Situation: Identifying the status quo and pain points in the customer's current situation to understand what drives their decisions.
Reasons to Start/Continue: Highlighting the reasons customers have for starting or continuing their journey with your product or service. These reasons can be transactional, emotional, or related to future benefits.
Reasons to Stop/Leave: Understanding the reasons why customers might stop using your product or service. These reasons can be related to cost, emotional dissatisfaction, or perceived risks.
Applying Behavioral Science
The Human Behavior Analysis tool integrates principles from behavioral science to provide a richer understanding of customer behavior. Key insights include:
Behavioral Science Perspective: Recognizing that behavior and decision-making do not occur in a vacuum. Understanding the broader context of customers' lives is crucial.
Observation Over Assumptions: Emphasizing the importance of observing, preferably in from many different angles, people’s actual behavior rather than relying on intuition.
Reducing Analysis Bias: Consider all data points fairly and collaborate openly and respectfully. Have all voices count the same and try to remain neutral.
Practical Implementation
To effectively use the Human Behavior Analysis tool, businesses should:
Gather Comprehensive Data: Collect detailed information about customers' lives, actions, beliefs, contexts, and interests.
Reduce Bias: Ensure data quality by using unbiased sources and considering third-party data collection and analysis for objectivity.
Engage with Customers: Directly interact with customers to gather authentic insights and understand their perspectives.
Reflect and Learn: Continuously reflect on the data and insights gathered to learn and adapt your strategies to improve every day.
The Human Behavior Analysis tool is a powerful framework for businesses looking to deepen their understanding of customers. By examining personal life dynamics and decision-making processes through the lens of behavioral science, businesses can gain actionable insights that drive better customer experiences and improved business outcomes.
For more information on how to implement this tool in your organization, schedule a meeting with Jorge Dryjanski here.
What’s next?
This worksheet is one of many tools we use at nobrainer universe to guide research projects that effectively generate deep insights and turns them into better business practices. Obviously, with the help of Behavioral Science.
The current full set of tools will be presented as a workbook that will become available by March of 2025. Please subscribe to our newsletter or follow my LinkedIn account to learn more.
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Acknowledgements and gratitude.
These analysis worksheets are my personal interpretation of the incredible work developed by Daniel Kahneman and Amos Tversky as described in “Thinking, Fast and Slow”.
(Kahneman, 2011)
There are many more influences of this understanding in the works of Ariely, Thaler and countless other researchers and writers in the world of Behavioral Economics and human behavior for the past 50-odd years.
The idea of the fill in the blank worksheet comes from the work of Ash Mayura (LeanStack), Verne Harnish (Scaling Up), Strategyzer, GrowWithWard and others who have popularized the “canvas” style of working through more Lean Structures.
I would especially like to thank Emiliano Villarreal, whose friendship and mentorship mean the world to me. You are the most amazing dude in the world! Thank you!
This work has been developed through many projects at nobrainer universe, the agency I run in partnership with Erick Zamacona and Alfredo Treviño (mis hermanos), Juampa & all nobrainer clients, collaborators and broader community.
To Dave Crolene, Scott Krawitz, Todd McFarland, David Worner, the Yet!’s and all of my friends at EOA and EO.
To my parents, brothers, grandparents, relatives, friends and ancestors. To my wife Regina, thank you for always making every moment special. To all migrants everywhere
This is intended to help deepen mutual understanding between human beings to increase collaboration through empathy to foster common good into the future.
