Here's an example. If a bank is merely looking for 'feel good' evidence, a high positive percentage via 'Happy or Not' works well. But it doesn't reveal much about why different customers chose happy, or not, or any grade in-between the two. Now imagine if the same system was improved to support a decision on impacting wait times. The customer question would be "How was your wait time today - Happy or Not?" But in order to frame that question, the bank would have to do the work on figuring why wait times were critical to customers, vis-a-vis their other 'experiential' priorities.