1. Product Awareness
   1. What does it do?
   2. How does it do it?
   3. What will it do for me?
2. Pursuit of Alternatives
   1. Search
      1. What are the Options
         1. Product Options
         2. Category Options
         3. Non-Category Options
3. Validation of Alternatives
   1. Social Circle
      1. Family
      2. Friends
      3. Work
      4. Social Media
   2. Consumer Opinions
      1. Reviews
      2. Blogs
      3. Social Mentions
      4. Forums
   3. Editorial Content
4. Purchase Options
   1. Best Price
   2. Trusted Source
   3. Immediate Gratification
5. Transaction of Business
6. Broadcast Experience
   1. Initial Purchase
   2. Initial Experience
      1. Initial High
      2. Service Review
   3. Usage Experience
      1. Social
      2. Product/Service Reviews
7. Need/Want