What we actually use
Behavioral
Analytics accounts, event data, search console, server logs, session and heatmap tools, marketplace search data, and the client’s own order history — usually the most underused dataset in the building.
Attitudinal
Structured surveys, on-site and exit-intent polls, interviews, review and ratings analysis, and social listening for the things nobody was prompted to say.
Technical
Full-site crawls, metadata and structured data audits, page speed measurement, accessibility checks, and retrievability testing — including whether AI assistants can reach the pages at all.
Comparative
The same instrument run across a population, so a result means something against a comparable set rather than against an opinion. Public advertising archives. Competitor structure read from what is publicly visible.
Experimental
Split tests where volume supports them, holdouts and geo tests where it does not, and an honest answer about when a business is simply too small to test its way to certainty.
Contextual
A confounder log kept from day one — what else changed, whose change it was, and whether attribution survives it. This is the sheet that separates a study from an anecdote.
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