Building a consideration set Buying The consideration set involves the time in which a person (or company) is looking at all the possible solutions for a job they want to fulfill through a product. It’s during this time “active” or “passive” looking takes place. Active looking usually stems from a moment of particular frustration the person has been through with the product. Passive looking can be ongoing for weeks/months while the person is uncertain if the product is doing its job well enough. For software businesses, asking questions around the consideration set can help you uncover if there were situations where multiple people affected the purchasing decision: · Once you figured out you wanted to buy a new solution, did you do much research to figure out which tool was right for your company? · Were you the only one who was looking for something else at that time? · Where did you first hear about the tool you picked? · Can you recall how you came to purchase the specific tool you did? · When you were looking around, did you (or anyone else) try out any other tools? What were they? · How long did you look around before you clicked “buy” on the website? 16