deciqAI User Insight Engine
Overview
User research produces data. The Engine produces insight — the causal link between an observable behavior and the deep-layer driver that causes it. Three layers: Surface (what users say), Behavioral (what users do), Deep (why — cognitive and social drivers). Four Deep Layer drivers: Loss Aversion, Social Proof, Cognitive Load, Trust Cost.
Cross-skill: use after jobs-to-be-done to map interview output onto drivers; before feedback-loops to avoid optimizing for the wrong behavior; alongside confirmation-bias as a meta-check; alongside loss-aversion-prospect-theory when Loss Aversion is primary.
When to Use
Trigger: Surveys show satisfaction but behavioral data shows churn; a change that tested well failed in production; "why aren't users doing X?" where X is available and users expressed willingness; identical segments behaving differently; consistent drop-off that UX friction can't explain; low onboarding completion despite users rating it "easy"; feature adoption plateaued despite awareness.
When NOT to use: Zero behavioral data (don't attempt Deep Layer analysis); pre-launch no users (use lean-startup + jobs-to-be-done); B2B enterprise >12-month cycles (use principal-agent + signaling-games).
Coaching Novices (Adaptive Front Door)
- Engine mode: concrete behavior gap + behavioral data → run The Process directly.
- Coach mode: new to synthesis or no concrete case → guide step by step.
In Coach mode, respond one step at a time. Each [WAIT] is a hard stop — output only that step's question, then stop.
- One-line what-it-is: The Engine finds the why behind a behavior gap by layering what users say, what they do, and what actually drives them — then names the one lever to pull.
- Check fit: confirm they have behavioral data and a specific user action to understand. If pre-launch or enterprise buying committee, redirect.
- Ask: "What specific user action are you trying to understand? State it as an observed behavior, not an outcome."
[WAIT — do not advance until user responds]
- Run The Process one step at a time using their input.
[WAIT — do not advance until user responds]
- Close by naming the driver uncovered and the one intervention to test.
[WAIT — do not advance until user responds]
The Process
Step 1 — Behavior Gap: "[User segment] is [doing/not doing] [specific action] at [workflow point], despite [Surface Layer evidence they intend to / are capable of doing it]."
Step 2 — Three-Layer Synthesis: Collect Surface (surveys, interviews, tickets), Behavioral (clickstream, funnels, session recordings, cohort retention), Deep (ethnographic observation, JTBD interviews, diary studies, driver-isolating A/B). Stop-rule: no Deep Layer evidence = analysis incomplete; do not proceed to interventions.
Step 3 — Map to Driver: High trial-to-abandonment → Trust Cost / Cognitive Load. Low feature adoption despite awareness → Cognitive Load / Social Proof. Sudden drop-off after initial engagement → Social Proof / Trust Cost. Feature used in unintended order → Cognitive Load.
Step 4 — Intervention: Loss Aversion → reframe as prevention. Social Proof → surface specific peer group norm. Cognitive Load → reduce simultaneous decisions. Trust Cost → make first action reversible. Prioritize by: driver magnitude, testability, implementation cost.
Output: Insight Engine Report Card
USER INSIGHT ENGINE — REPORT CARD
Product / Feature: ___ Date: ___ Owner: ___
BEHAVIOR GAP: [segment] is [doing/not doing] [action] at [point], despite [Surface evidence].
SURFACE LAYER: ___ BEHAVIORAL LAYER: ___
Surface-Behavioral conflict: [ Yes / No ] If yes: ___
DEEP LAYER: Method: [ Ethnographic / JTBD / Diary / A/B ] Finding: ___
STOP-RULE: [ ] At least one Deep Layer piece collected — if unchecked, stop.
PRIMARY DRIVER: [ Loss Aversion / Social Proof / Cognitive Load / Trust Cost ]
Evidence: ___ Secondary driver: ___
INTERVENTION: Driver: ___ Change: ___ Test design: ___ Metric (behavioral): ___
→ Method in Action: Taylor's Behavioral Observation at Bethlehem Steel (1898–1901)
Domain Packs
- Consumer Mobile: Daily opens, never reach core action → Cognitive Load / Trust Cost. Session recordings + diary study. Fix: progressive onboarding; explicit reversibility.
- Enterprise SaaS: Adoption <20% despite awareness → Social Proof / Trust Cost. Internal champion mapping. Fix: role-specific peer adoption data; sandbox/undo mode.
- Healthcare / FinTech: Drop-off at identity or financial commitment → Trust Cost. JTBD "switch" interviews. Fix: social proof from completers; staged commitment.
Applying It Well
- Surface–Behavioral conflict is your most reliable signal — train your research process to find it, not average it away.
- Treat each driver as a hypothesis: Deep Layer evidence confirms or disconfirms. No evidence = structured guess.
- Segment before synthesizing — the same Surface-Layer segment can have different Deep Layer drivers across contexts.
- Loss Aversion frames require validation against Deep Layer evidence before deploying in copy.
- Social Proof specificity matters: peer-group-specific stats outperform generic "other users" claims.
- Cognitive Load accumulates: map the entire decision sequence, not just the final action.
- Trust Cost is highest at first action — front-load risk reduction.
→ Primary sources: references/sources.md
Common Rationalizations
[D] = designed upfront | [O] = observed in real use. [O] entries are more valuable.
| Fake move | Reality |
|---|---|
| [D] "80% said the feature is useful." | Stated utility is Surface Layer. 80% say useful + 20% use it = the conflict is the finding. |
| [D] "We watched 10 sessions — they completed without difficulty." | Lab sessions are Surface Layer in disguise. Real-environment observation is Deep Layer. |
| [D] "A/B test showed 5% lift in clicks." | Click lift is Behavioral Layer on one metric — doesn't confirm driver identification. |
| [D] "Users said onboarding is confusing — redesign it." | Cognitive Load, Trust Cost, and Social Proof all produce confusion; they require different fixes. |
| [D] "100,000 users — aggregate data is reliable." | Scale makes Behavioral statistically reliable; it says nothing about Deep Layer causes. |
| [D] "Power users love the feature." | Power users have resolved Trust Cost and formed habits — they're past the barriers you're trying to understand. |
| [D] "We've been doing user research for years." | Institutional knowledge accumulates Surface patterns; Deep Layer drivers shift as the user base scales. |
| [D] "Drop-off is at Step 3 — simplify Step 3." | Trust Cost established at Step 1 may only manifest as abandonment at Step 3. |
| → Add [O] entries here after each real use — paste the actual failure pattern | What went wrong and why |
Red Flags
- Behavioral and survey data presented together without checking for Surface–Behavioral conflicts
- "User research" = interviews only; no behavioral layer
- No Deep Layer evidence ever collected for this behavior
- Interventions designed before a driver has been identified
- Segments defined by demographics or plan tier, not behavioral pattern
- Churn interviews take "why did you leave?" answers at face value
Verification
- Behavior gap stated as specific observable action at specific workflow point
- Surface–Behavioral conflict explicitly checked; documented if present
- At least one Deep Layer evidence piece collected — if not, stop-rule triggers
- Each behavioral anomaly traced to at least one driver, with evidence
- Intervention targets the identified driver specifically (not general UX improvement)
- Intervention is a testable experiment that isolates the driver
- Success metric is behavioral, not attitudinal
- Segments checked for driver heterogeneity before pooling
Part of deciqAI Knowledge Skills — 237 open-source thinking skills that make rigor executable for AI agents. The same skills power every deciqAI agent, which runs them autonomously to operate your company. See it run → https://www.deciqai.com/s/user-insight-engine · Built by deciqAI · github.com/deciqAI · Contributions welcome.
Agents: latest version & machine-readable metadata → https://www.deciqai.com/s/user-insight-engine.json