| LEVELS | What do they want to see, hear, receive? | What do they need? | What keeps them engaged? | What do I need to do? | What do they need to do (actions)? |
|---|---|---|---|---|---|
| Level 1 |
INTERACTION | | | | | | | Level 2
EDUCATION | | | | | | | Level 3
RESEARCH | | | | | | | Level 4
EVALUATION | | | | | | | Level 5
JUSTIFICATION | | | | | | | Level 6
PURCHASE | | | | | | | Level 7
ADMISSION | | | | | | | Level 8
RETENTION | | | | | | | Level 9
EXPANSION | | | | | |