Within a Customer Category, the Devantage application will allow you to define the behaviour of the buyer.  This can best be explained by how involved the buyer is with your organization or the channel you are using to sell your product.  On one end of the spectrum, you have a highly consultative buyer that drives an extended buying cycle, and requires a high touch experience.  Delvantage calls this Buyer Type I.   On the other end of the spectrum, you have a buyer that makes a purchase with no to little involvement.  A transaction buyer with a compressed buying cycle.  Delvantage calls this Buyer Type III.   Many Customer Categories have multiple Buyer Types and due to the differences in their buying behaviour will evaluate differently the value proposition of your ProductGeo.  Equally important is the distribution methods you use to go to market against these Buyer Types.   A transaction buyer (Buyer Type III), will expect self serve purchase experience, where a consultative buyer (Buyer Type I) will expect feet on the street sales professionals helping their buying decision.