Conventional methods of establishing customer attitudes and needs have relied on methods such as questionnaires and focus groups on a small sample of the customer base due to prohibitive costs of performing this exercise for the entire customer base. Results derived by solely using such methods may be suspect as they rely on stated behavior of a small customer base sample. In other words, merely determining the stated attitudes of a customer does not guarantee behavior. But exhibited behavior asserts actual attitudes and needs.

The definitive way to establish customer attitudes is to characterize consumer behavior as exhibited through actual customer transactions (billing statements, types of product purchases, size of transactions, etc.). Proprietary mathematical algorithms locate customers in a “space of behavioral attributes” that enables identification of customer clusters with like behaviors, ease of actionability of marketing programs that target them and effectiveness of the customer response to appropriate triggers for the identified behaviors.