Start: Qualitative Model

Do You Have?

Social Journeys Identified

YES: Go to Financial Considerations Identified

NO: Go to The Play

The Play

Identify a set of specific perceptions that a customer wants others to have about them, or avoid having about them, while on a specific journey with your brand. I’ve developed a way to generate these without having to interview customers, if you’re interested in getting this done fast and cheap.

Use it to

This will help you to put context to social perceptions. Too often we being with these and try to determine what to do from there. Putting them in the context of a specific journey allows us to not only identify them and prioritize them, it allows us to understand how large the audience is that they relate to. Assuming everyone wants to be perceived the same way is absurd.

NEXT: Go to Financial Considerations Identified