MKT.12:4.2 - Choose the object, people and kind of answer
Distinguish the person performing the work, selecting a solution, paying, permitting access and living with its effects. They may be one person or several. Name the relevant episode or continuing activity as well as the people. “The company wants less effort” hides whose effort and which decision can establish a commitment.
Choose the inquiry from the unresolved distinction:
| Question that can change the decision | Material and inquiry | Permitted first result |
|---|---|---|
| Which results of an understood activity are poorly served? | Observe and discuss performance with its executors; establish desired results, then compare their importance and present attainment where comparable measurement is possible. | Candidate improvements and differences between customers; use §4.3. |
| Why did someone change, decline or remain with an alternative? | Reconstruct an actual choice episode, including circumstances, considered alternatives and the difficulty of transition. | An explanatory hypothesis about that choice and a question for contrast; use §4.4. |
| What happens at a contact, during continued use or around a new possibility? | Select observation, conversation and measures over the appropriate interval, with a named recipient. | A bounded account of experience or a new possibility; use §4.5. |
| How widespread is an established difference? | Define the population and a suitable sampling and measurement design. | A population claim with its uncertainty, if the design warrants it. |
| Did our intervention produce the change? | Distinguish the intervention, outcome, comparison and competing explanations; obtain the causal design needed for that claim. | A bounded causal conclusion, or a descriptive result when attribution remains unsupported. |
These routes can inform each other. A choice history can expose the wrong activity boundary; an outcome comparison can reveal a difference worth exploring in a new conversation. The result of one route becomes a question or input for the other, not automatic evidence for its conclusion.