In researching such things as automobile purchasing, computer shopping, and mall shopping I have found an interesting phenomenon that I call “purchasing triggers.” It involves those factors related to what a consumer is thinking when they are first considering purchasing something. In the case of an auto purchase the trigger might be a car breakdown, a neighbor buying a new car, or a bonus at work. I use pictographs to show these types of situations.
It is at the “buying trigger” stage that the consumer is most candid in telling the interviewer what it would take to get them to make a purchase. The rest of the pictographs provide the context for a specific product or service. For more info email AllegianceResearch@gmail.com