Slow down and experience the world from a different perspective.


Collect data about the target audience and target behavior.


Successful solutions depend on your ability to understand the motivations, barriers, and context for people’s behavior.

When to move to the next step:

You’ve collected data on your target audience’s motivations, barriers, and context for the target behavior.

Diversity, equity, and inclusion considerations:

  • Collect and store data ethically
  • Understand your position and identity
  • Engage in deep and active listening
  • Keep local dynamics, customs, and culture in mind