MKT.8:4.2 - Recover activity, encounters and consequential differences

Use sufficient existing accounts first. When evidence is missing, MKT.12 supplies the decision-specific inquiry. Ask relevant participants about concrete occasions and connect their accounts to available work or contact evidence. Preserve who reported what, when, and what remains uncertain.

Recover the customer’s own actions as well as encounters with the provider. Ask what the person was trying to accomplish, what they used, who else contributed, what had to become available and what happened when a condition failed. An activity need not produce a contact visible to the firm. Advice from a colleague or an internal budget decision can matter more than another visit to a page.

Distinguish the people doing, choosing, paying, approving and receiving the result. A purchaser’s approval can occur while a user’s access is still absent. For example, having the prerequisite skills, having access to instruction and wanting to buy can occur in different combinations. Do not assign a single stage to the whole customer when that would conceal the needed condition.

Compare more than one history when the planned intervention depends on a common route. Group histories only when their differences leave the proposed intervention suitable. Keep a separate branch or a narrower population when another person’s circumstances change the work required. An account assembled from several people is a synthesis, not the observed history of one typical person.