1. 1. Select one brand within a product category to profile (A&W is a brand within the fast-food category as well as the burger quick service category)
2. 2. Sign Up. Add your selection to the CBI-pathway sign-up sheet. Category duplications are encouraged; brand duplications are only allowed with instructor permission.
3. 3. Read Decoded Chapters 1-6, with emphasis on chapters 3-5
4. 4. Think+Research: Identify a Target Group from the various consumer segments who use the brand. Consider the target's goals and needs/reasons for using the product category and the selected brand.
5. 5. Think+Field work: Identify the different means for the brand and consumer to connect (where and how their paths cross = touchpoints online and in the real world). Visit the touchpoints and look at them through        the target's eyes: their perception and perspective.
6. 6. Think+Research+Field work: Consider how consumers in the selected target group become aware of their needs (often triggered), become aware of the brand (touchpoints), and outline their process of decision-making (pathway to purchase)