No Show Research

We study why people don’t follow through.

Commitment forensics for products, platforms, and live experiences. We find the moment your audience walks away.

Your data knows what happened. We find out why.

The drop-off is rarely a bad button or a missing feature. It’s the invisible moment where continuing started to feel harder than walking away. We find that moment, study what happens in the gap between wanting something and giving up on it, and help you close it.

What we do
Threshold Audits
End-to-end investigation of your customer experience, zeroing in on where commitment collapses.
The problem is almost never where you think it is.
Concept Validation
NSF-grade customer discovery research before you commit real money.
Cheaper than finding out at launch.
Behavioral Segmentation
Dividing your audience by what they actually do, not just who they are on paper.
Demographics tell you who bought. Behavior tells you who stays.
Audience Forensics
When your audience shrinks or disappears, we track where they went.
They didn’t vanish. They migrated.
Selected work
Customer Discovery & Strategic Pivot at IAMBIC
IAMBIC started as a B2B fit prediction tool for other shoe brands. Through 200+ discovery interviews, we found the real opportunity wasn’t licensing the technology but using it to build a better shoe from scratch. The research shaped everything from the business model to the materials and design of the shoe itself, guiding the pivot that led to $1M in NSF Phase II funding and a TIME Best Invention.
$1M
NSF Phase II
secured
Biometric Onboarding & Scan Adoption
Post-launch, research identified an opportunity to improve the transition from purchase to scan. Customers were excited about the product but unfamiliar with phone-based biometric scanning — a genuinely new interaction with no existing mental model. A restructured onboarding flow and tutorial videos bridged that gap, giving customers confidence before they started.
+25%
Onboarding
completion rate
The No-Show Problem in Live Events
Ticket holders skip concerts they already paid for. Festivals rise and fall, but the audience behavior behind those shifts is rarely studied. Researching the friction between purchase and attendance, and the patterns of audience migration when events change.
—
Research
in progress

No Show Research is led by Frank Mojica. Psychologist, former music journalist, and researcher who spent a decade covering culture for Vice and Consequence of Sound before five years in startup product research.

The through-line: every job has been about figuring out why people do or don’t do the things they say they want to do. The journalism was field ethnography before I had the word for it. The startup work was applied cognitive psychology before I had the training. Now I have both.

  • UCLA Psychology
  • NSF-funded research ($1M Phase II)
  • TIME Best Invention 2023
  • 500+ usability sessions
  • 200+ discovery interviews
  • Vice / Noisey
  • Consequence of Sound

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frank@noshowresearch.com