These distinctive behaviors and preferences can be hard to uncover, in part because sometimes they are so unexpected; paradoxically, you often don’t know what you’re looking for until you find it. Take how Yelp discovered that its most avid users were drawn to the site because it allowed them to write reviews: they didn’t know they were looking to tie review activity to repeat use; it was an insight that emerged by sifting through reams of website data.
