A search engine company came to Hunter wanting to know: What are the things that people do on their phones every day, and why do they do these things? What are their offline habits and could any of them be better served by an online tool or app? What makes a habit and what makes people change their behavior from one habit to another?
It would have been fascinating to follow a handful of people across different walks of life for a week to see what, when, how, and why they used technology habitually — but the budget and schedule wouldn’t allow that. Instead, we rented houses across the US and brought in groups of Gen Xers and Millennials to walk room to room and discuss what their typical habits were in each environment. In this way, responses were grounded much closer to their lived reality than would have been possible in a facility.
With this qualitative research and an extensive quantitative survey built by brilliant behavioral psychologists, Hunter created a proprietary, predictive model that formed the basis for the client’s future product development.