Of course there are variations - people skip steps if they are familiar with a category for example - but the basic 4 step building blocks of choosing and buying are solid...
This is quite amazing. There's a part of me that doesn't want to agree that humans that predictive. Have you come across instances when we have a 3 step or a 7 step system? It's always good to know that we can break the rules a bit.
This is a very good example of how ethnographics can pull out powerful insights. It's amazing that the 4 step process seems to repeat in different categories - have I got the for steps right: 1 find reference point 2. compare other products against reference. 3. chose product 4. final check?
Of course there are variations - people skip steps if they are familiar with a category for example - but the basic 4 step building blocks of choosing and buying are solid...
Ethnosnacker 3 years ago
This is quite amazing. There's a part of me that doesn't want to agree that humans that predictive. Have you come across instances when we have a 3 step or a 7 step system? It's always good to know that we can break the rules a bit.
yellowbug2008 3 years ago
Yes, you have the four steps, spot on!
Ethnosnacker 3 years ago
This is a very good example of how ethnographics can pull out powerful insights. It's amazing that the 4 step process seems to repeat in different categories - have I got the for steps right: 1 find reference point 2. compare other products against reference. 3. chose product 4. final check?
cookejoh 3 years ago