What draws people in, and what keeps them away.
Each Berg is one market, built as a model. Above the waterline are the reasons people are drawn in. Below it are the reasons they stay away. Every layer is a share of the people who said it.
One line for every market.
The insight sets the strongest pull against the strongest barrier. Step inside a market to see every theme and the words behind it.
Start at the waterline.
Above the waterline
Drivers: the reasons people give for being drawn in. The taller the peak, the more people said it.
Below the waterline
Barriers: what keeps people away or pushes them out. The deeper the trough, the more people said it.
One scale
Every Berg is built to the same scale, so a peak in one market can be read against a peak in another.
Tension
Some people hold a driver and a barrier at once. Tension draws the pair most often held together as a column through the model.
Made from what people said.
People answered open questions in their own words. Their answers were coded into themes: drivers above the waterline, barriers below it.
A theme's height is the share of valid respondents who expressed it at least once. Answers that could not be used are left out of the base, and every quote in a Berg is taken word for word from an answer.