Examine your data with a behavioral lens.


Draw causal links between your data observations and behavioral insights.


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:

  • Ensure your hypotheses reflect data, not your assumptions
  • Check your hypotheses account for contextual factors
  • Create space for many possible ideas about motivations and barriers