Stay close to what customers actually do.

principle — attributed to Paul Miller

Behavior tells the truth. Everything else is commentary. What customers say in surveys, what they post in feeds, what they praise on panels is partial and often performative. What they actually do with their time and their budgets is the real data. The organizations that stay closest to behavior are the ones that read the market correctly. The ones that optimize against stated preference instead of revealed preference produce sophisticated strategies aimed at the wrong target.

The behavioral frame for any strategic decision in a fragmenting market.

customer-insight, behavior, signal, market-research