During the study of your project’s target audience, if you have a fairly accurate idea of the different behaviors of the people who make up this audience, you will then have to look at their motivations, their reasons and even the emotions that guide them to acquire and use your solution.
Because of market conventions, i.e. the fact that a leading player has imposed a certain usage (such as touchscreen for phones instead of button keyboards), people’s buying behaviors do not reflect the emotions they feel.
Conventions, social postures, mental models lead to cognitive biases that make us make decisions that can be highly influenced by external and often irrational parameters.
For example, a person buys a new car because his or her own is broken, he or she is in a forced purchase, perhaps prey to a certain nostalgia, while another person will buy a car because he or she likes it, because he or she saw it pass by brand new in the street, or because it corresponds to a new social lifestyle, he or she is in a pleasure purchase or a purchase of conformity.
In short, beyond the behaviors observed on a market, you need to list the emotions that guide people’s adherence to this or that offer in order to start drawing a realistic adherence and usage path for your solution.