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# Behavioural Analysis

### What is it?

Understand what customers actually do, from observed behaviour and usage. The behavioural lens: what customers do, as distinct from what they say.

***Also known as:*** *Behavioural insight, behavioural analytics*

### Why it matters

What customers say and what they do are often different. Behavioural Analysis grounds strategy in observed reality rather than stated intent, revealing patterns that attitudinal research cannot capture: where customers drop off, which features they actually use, how their behaviour changes over time, and what triggers action. This makes it an essential complement to Customer Research, not a substitute for it.

### When it matters most

Behavioural Analysis is most valuable when conversion rates are lower than expected, when product usage does not match design intent, when retention is a challenge, or when the business needs to understand the actual customer journey rather than the assumed one. It is also relevant when testing new features, channels, or experiences, where observed behaviour is the most reliable signal of what is working.

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### AoM Connected Tools

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