Our research treats our research participants has having three stories to tell us:
1. As a representative of his or her culture – whose thought patterns, beliefs, values and assumptions have been shaped by that culture
2. As a person who operates in a social world – has a self concept, social identity, and social role
3. As an individual experiencing products and services – the emotional experiences of some one at a current life stage who has absorbed these cultural and social influences and turned them into a way of living.
