Researchers are desperate to understand behavior. Health researchers want to know what leads to a lifetime of smoking and how the daily smoking routine affects the quality of life. Education researchers examine the behavior of model teaching environments and contemplate best practices. Psychologists look for signs of social exclusion among victims of brain injuries. Marketing researchers chase an elusive explanation for consumer behavior, wanting to know product and service preferences in every conceivable category. And, if that were not enough, researchers of all ilk, to a lesser or greater extent, grapple with an often ill-fated attempt to predict (and shape) behaviors to come.
But researchers have come to appreciate that behavior is not enough. It is not enough to simply ask about past behavior, observe current behavior, or capture in-the-moment experiences via mobile. Behavior only tells part of a person’s story and, so, researchers passionately beef-up their research designs to include “why” – focusing on not just what people do but why they do it. “Why,” of course, is often phrased as “what,” “how,” or “when” questions – “What was going on at the time you picked up your first cigarette?” – but, whatever the format, the goal is the same, i.e., to get Read Full Text