Measuring Behavior

Sometimes the most valuable information is not what people say, but what they do. Methods such as video tape analysis and analysis of transactions can provide information that can answer questions that other methods cannot uncover. We have used video tape analysis of behavior to gather information that was unavailable in any other way. For example, we video taped the entrances of several different malls at various times of day over a week long period. This data was combined with license plate “look-ups” and other data collection methods to help the Texas Department of Transportation (TxDOT) understand the impact of major highway construction upon these facilities.

Sometimes archival records provide great examples of behavior. In one case we worked with a telephone carrier to understand why their number of slamming complaints had increased dramatically in order to deal with pressure from the Texas Public Utility Commission (PUC). A careful analysis of the reporting requirements and methods as well as the record of slamming complaints against other carriers proved that the increase was due to a change in the reporting process rather than the performance of our client.