Most customer profiles give you the equivalent of black & white outlines based on responses to 'who are you' questions that are limited to demographics, behaviors, etc.  Such profiles omit why customers behave as they do or, if explanation is provided, it’s often sourced from just a handful of in-depth interviews (subjecting your profiles to small sample size bias). Qbit gives you customer profiles that are cognitively and contextually rich and lets you slice the data by any attribute so you can dynamically view your customer profiles through myriad lenses.