MKT.12:4.4 - Reconstruct a choice and the transition it involved

Select an actual episode rather than a hypothetical favourite. Ask for the sequence from the earlier situation through first concern, search, comparison, decision and what followed. Where did the person first consider a change? What was happening then? Which alternatives were genuinely available? What made one acceptable and another difficult? Preserve uncertainty about dates or reasons instead of silently completing a smooth story.

Use concrete episodes and permitted documents to probe the account. “We chose it because it was modern” may lead to a more useful account of an upcoming deadline, a trusted colleague’s advice, a procurement restriction or fear of losing a valued way of working. Functional, emotional and social considerations can coexist. Keep each attributed to the participant and supported at the strength available; do not diagnose motives that the inquiry cannot establish.

Include a contrasting case when it can defeat the explanation: someone who stayed, delayed, chose another supplier or did not complete a transition. Compare the circumstances that differ, not only the words people use. A possible explanation of several episodes can guide an offer or acquisition change. Estimating how often it applies needs additional grounds.

MKT.4 consumes the actual transition difficulty. If the episode shows that the person seeks a different result altogether, return to the problem and offer rather than treating every objection as a barrier to remove.