1 Table of Contents: “...Consequences of damaged reputationThe Human Factor: People, Behaviour and Conduct Risk; Overview...”

2 Table of Contents: “... categories; Gathering data; Organizing leads, contacts, accounts, and companies...”

3 Table of Contents: “...?; Interview Buyers Who Chose You as Well as Those Who Did Not; Contacting Buyers to Request an Interview...”

4 Table of Contents: “...; Step 2: Conduct Nethnography; Step 3: Try Ethnography; Step 4: Ask; Synthesizing Personas; Refine All...”