How

Behaviours and decisions

The recurring actions behind demand: protecting, postponing, substituting, upgrading, experimenting, and switching.

Guiding question

What observable action reveals the priority or friction better than stated preference?

Spend that survives pressure because it carries high utility or meaning

Demand delayed by uncertainty, timing, cash flow, or access

A different product, channel, quantity, or workaround becomes good enough

More paid for quality, convenience, trust, identity, or experience

Trial triggered by novelty, recommendation, promotion, or a new occasion

A meaningful reallocation after comparison or dissatisfaction