How to Choose a Target Behavior

Definition. Choosing a target behavior means selecting a specific, observable action (for a defined population in a defined context) that is both high impact and feasible. In Behavioral Strategy, behavior selection happens before solution design.

From Behavioral Strategy, developed by Jason Hreha.

Why target behavior selection is the leverage point

A common pattern is that downstream failures trace back to choosing a behavior that people cannot or will not do in real life.

Axiom. If the behavior is wrong, better UX just improves a broken bet.

Behavioral Strategy treats behavior selection as a first-class strategic decision:

  • Pick the behavior that causally drives the outcome.
  • Verify feasibility (Identity, Capability, Context) before scaling.
  • Only then design solutions to enable it.

How this differs from common approaches

  • Not idea-first: you start with multiple candidate behaviors rather than committing to a solution concept early.
  • Not UX-first: you validate feasibility (Identity/Capability/Context) before optimizing flows and screens.
  • Not survey-first: stated intent is supportive data; feasibility is validated by observation in real context.

The behavior-first selection process (8 steps)

  1. Define the outcome, population, and context.
    • Outcome is why; behavior is what; population/context is for whom/where.
  2. List candidate behaviors (a portfolio, not a single idea).
    • Include “small” and “large” behaviors; don’t commit early.
  3. Write each behavior operationally.
    • Template: population does action in context with frequency/window.
    • Example: “New teams send 3 messages in #general within 24 hours of workspace creation.”
  4. Map the behavior chain.
    • Break the behavior into steps; if any step is unrealistic, the whole behavior is fragile.
  5. Screen feasibility with the Behavior Fit Assessment (BFA).
    • Score Identity Fit, Capability Fit, and Context Fit for the median target user.
    • Guardrail: if any dimension is below your threshold, you’re forcing, not matching. See Behavior Fit Assessment.
  6. Rank the feasible candidates.
    • Use a simple rubric: Impact × Feasibility × Strategic alignment.
    • Use the deeper method (and minimum-component rule) in Behavior Ranking & Selection.
  7. Validate the top candidate in real context (BMF).
    • Observation beats survey intention.
    • Your goal is Behavior Market Fit: a population that can and will perform the behavior in realistic context.
  8. Lock the measurement spec before building.
    • Define denominator + window + instrumentation, then track Δ‑B, TTFB, and behavior retention. See Measurement Standards.

Decision rule (simple and explicit)

Choose the behavior that:

  • has the highest expected impact on the outcome,
  • clears feasibility thresholds (Identity/Capability/Context) for the median user,
  • and can be validated via observation in realistic contexts quickly enough to de-risk build work.

If no behavior clears feasibility thresholds, do not “pick the least bad one.” Generate more candidates or change the outcome/population constraints.

Examples of target behaviors (operational definitions)

Each example follows: population does action in context within window.

  • B2B activation: New workspaces send 3 messages in #general within 24 hours of creation.
  • B2B collaboration: Decision-makers invite at least 2 teammates within 7 days of account creation.
  • Marketplace trust: New guests complete identity verification before requesting to book.
  • Creator onboarding: New creators publish their first post within 7 days of signup.
  • Learning: New learners complete 3 micro-lessons within the first 48 hours.
  • Healthcare adherence: Patients take medication on schedule for 7 consecutive days after discharge.
  • Fitness: New members complete 2 workouts per week for the first 4 weeks.
  • Finance: Eligible customers link a bank account and complete their first transfer within 48 hours.
  • Operations: New hires complete safety training and pass an on-the-job checklist within 14 days.
  • Public programs: Eligible households complete enrollment and submit required documentation within 30 days.

Common failure modes (and what to do instead)

  • Choosing a proxy behavior (clicks, opens, “engagement”) instead of the causal behavior.
    • Fix: define the real behavior chain and instrument the completion step.
  • Choosing a behavior that requires a life change (high context volatility).
    • Fix: choose a behavior that matches current routines or change the environment first.
  • Relying on stated intent.
    • Fix: observe attempts in real contexts; treat surveys as supportive, not decisive.

BS-0029

Outputs (what you should have when you’re done)

  • A single target behavior definition (operational, measurable)
  • A ranked shortlist with BFA scores and rationale
  • A Behavior Market Fit validation plan (contexts, observation protocol, thresholds)
  • A measurement spec (Δ‑B, TTFB, retention) and instrumentation events
  • A decision memo documenting evidence and trade-offs

Templates (copy/paste)

Frequently asked questions

What is a target behavior?

A target behavior is a specific, observable action for a defined population in a defined context within a defined time window.

How many candidate behaviors should you consider?

Start with a portfolio of candidates so you can compare impact and feasibility; committing to the first idea increases failure risk.

What is the Behavior Fit Assessment used for?

It screens feasibility by scoring Identity Fit, Capability Fit, and Context Fit before you invest in solution design.

What is the difference between behavior selection and UX optimization?

Behavior selection chooses the behavior bet; UX optimization improves execution after feasibility is established.

When do you validate Behavior Market Fit?

After feasibility screening, validate the top behavior by observing real attempts in the contexts that matter.

See also