In this research step, knowledge of our clients and consumers, as well as the analysis of information, the route of the buyers' journey is carried out, design of their profile as an avatar, buyer person and sales letter. Their decision-making processes and comparison with their own situations give them reason to believe in the new brand, product and service proposal. What is real for the customer is what he perceives from the brands, the offer and with the information he receives, he makes decisions.