What:
Draw causal links between your data observations and behavioral insights.
Why:
Analyzing your data with a behavioral lens will lead to more effective solutions.
When to move to the next step:
You have written at least one hypothesis about what motivates your target audience to do the target behavior.
Diversity, equity, and inclusion considerations:
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Ensure your hypotheses reflect data, not your assumptions
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Check your hypotheses account for contextual factors
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Create space for many possible ideas about motivations and barriers