Studying the psychological motivations behind self-service analytics, the Self-Service Analytics team (SSA) has identified the unique psychological needs that drive SSA usage. These needs include autonomy, competence, relatedness, having a place, and self-realization. This SSA team also examined the relationship between these needs and popular SSA tools’ affordances to inform the development and adoption of SSA tools in the future.

Team members: Casiano CabreraMelarie Cardenas, and Lawson Hardrick III (he/him)