ROI Case File No.249 | 'Asian Tourism Startup's Customer Strategy'

Chapter 1: Capturing Travelers' Hearts — The Invisible Purchase Process

The week following the resolution of BioPharmaTech Europe's PDCA learning case, a consultation regarding tourism marketing arrived from Asia. The ninth case in Volume 19 "New Frontiers of Analysis" concerned challenges of understanding customer psychological processes and realizing effective appeals.

"Detective, we are a startup providing revolutionary travel experiences across Asia, but even when we develop wonderful travel products, they don't lead to bookings. We seem unable to create marketing that resonates with travelers' hearts."

Rachel Lim, co-founder from Singapore of WanderTech Asia, visited 221B Baker Street unable to hide her confusion. In her hands, she held attractive travel product brochures and, in stark contrast, data showing low booking rates.

"We are a tourism tech company curating unique travel experiences across the Asia-Pacific region. The products themselves are highly rated, but we can't effectively guide customers from awareness to booking."

WanderTech Asia's Product Strength and Customer Acquisition Challenges: - Founded: 2021 (emerging Asian tourism tech company) - Product Lineup: 50 courses in cultural experiences, adventure, wellness travel - Coverage Area: Special experiences in 15 countries across Southeast and East Asia - Customer Evaluation: Participant satisfaction 4.8/5 (extremely high rating) - Investment Amount: Cumulative 1.8 billion yen (VC, angel investors)

The numbers certainly indicated high-quality product strength. However, Rachel's expression bore deep concern.

"The problem is that while everyone who participates in our travel experiences is extremely satisfied, we're losing many potential customers in the process from 'letting them know' to 'getting them to book.' "

Serious Gap Between Product Strength and Customer Acquisition: - Website Visits: 120,000 PV monthly (industry average level) - Detail View Rate: 8% (92% leave without viewing details) - Inquiry Rate: 0.3% (only 3 out of 1,000) - Booking Conversion Rate: 15% (85% don't proceed to booking even after inquiry) - Overall Conversion: 0.045% (only 1 booking per 2,222 people)

"We have wonderful products, but they're not reaching travelers' hearts. We can't see what's wrong at which stage."

Chapter 2: AIDMA Breakdown — Stage-by-Stage Understanding of Customer Psychology

"Ms. Rachel, in your current marketing, what kind of flow are you using to approach customers?"

Holmes quietly inquired.

Rachel began explaining the current situation with a confused expression.

"We create attractive content and distribute it through social media and ads, but haven't designed marketing with a consistent customer purchase process in mind."

Current Marketing Initiatives (No Process Design):

Social Media Marketing: - Instagram: Posts of beautiful landscape photos and videos (25,000 followers) - Facebook: Posts with detailed travel experience information and pricing - YouTube: Immersive on-site experience videos (8,500 subscribers) - Issue: No unity across platforms, unclear purchase process

Web Advertising: - Google Ads: Keyword ads like "unique Asia travel" - Facebook Ads: Image and video ads targeting travel enthusiasts - Instagram Ads: Tie-up ads with influencers - Issue: Unclear post-click flow, low conversion

Website: - Homepage: Company overview and service introduction focus - Product Pages: Detailed travel information, pricing, booking forms - Blog: Information dissemination of travel information and on-site reports - Issue: Not designed according to visitors' psychological stages

I focused on the lack of customer psychological process design.

"You have attractive content, but processes aren't designed for customers' psychological journey from awareness to purchase."

Rachel answered with a serious expression.

"That's exactly right. We focused on 'conveying good products' but didn't understand 'customers' emotional movements.'"

Specific Problems from Ignoring Customer Psychological Process:

Recognition Stage Problems: - Ad Content: Product detail focus, unclear "why this travel is special" - Targeting: General travel enthusiasts, weak relevance to specific needs - Messaging: Multiple appeals mixed, not memorable - Result: Can't attract interest, many potential customers leave

Interest Stage Problems: - Information Provision: Many technical details, emotional appeal not conveyed - Content: Product explanation focus, hard to imagine experiential value - Flow: Unclear next action for interested customers - Result: Have interest but don't proceed to detailed confirmation

Desire Stage Problems: - Appeal Content: Functional value focus, insufficient emotional value appeal - Comparison Materials: Differentiation points from competitors unclear - Urgency: "Reasons to book now" not presented - Result: Want it but motivation insufficient to act

Memory Stage Problems: - Follow-up: No continuous approach to interested customers - Reminders: No countermeasures for declining interest over time - Differentiation: Insufficient elements remembered distinctly from competitors - Result: Ends with temporary interest, removed from purchase consideration

Action Stage Problems: - Booking Process: Complex, time-consuming booking form - Anxiety Resolution: Insufficient response to first-time use anxieties and questions - Decision Support: Insufficient elements to push final purchase decision - Result: Abandon booking at final stage

⬜️ ChatGPT | Catalyst of Conception

"Attention, Interest, Desire, Memory, Action. Design aligned with customers' emotional movements is key."

🟧 Claude | Alchemist of Narrative

"Travel is buying dreams. Designing emotional flow transforms dreams into reality."

🟦 Gemini | Compass of Reason

"AIDMA is customer psychology map. Optimal approach at each stage guides success."

The three members began their analysis. Gemini displayed a "Tourism Industry-Specific AIDMA Analysis" framework on the whiteboard.

AIDMA Model's Five Stages: - A (Attention): Noticing product or service - I (Interest): Having interest, wanting to know more - D (Desire): Wanting, wanting to experience - M (Memory): Remembering product, comparing and considering - A (Action): Actually purchasing or booking

"Ms. Rachel, let's optimize WanderTech Asia's marketing with the AIDMA model for customer psychology at each stage."

Chapter 3: From Attention to Action — Optimizing Psychological Process

WanderTech Asia's AIDMA Optimization Strategy:

A (Attention): Attention Stage Optimization

Current Attention Acquisition (Effects Unclear): - General travel ads: "Asia's unique travel experiences" - Similar appeals to competitors: Specialness and differentiation unclear - Ambiguous targeting: Broad approach to general travel enthusiasts - Results: 1.2% click rate (industry average level)

AIDMA-Optimized Attention Acquisition: - Emotional Hooks: "48 hours that will change your life" "Awakening experiences in unknown hidden territories" - Specific Benefits: "Not Instagram-worthy but soul-stirring experiences" - Target Specialization: "Exhausted 30-40s professionals" "Travel-experienced seeking true adventure" - Visual Impact: Overwhelming non-everyday footage, not typical tourist spots

Expected Effect: Click rate 1.2% → 3.5% (improved attention attraction)

I (Interest): Interest Stage Optimization

Current Interest Arousal (Detail Information Focus): - Itinerary Details: Detailed explanation of schedule, accommodations, transportation - Price Information: Clear fee structure and included services - Basic Information: Meeting place, items to bring, precautions - Results: 8% detail view rate (92% leave)

AIDMA-Optimized Interest Arousal: - Experience Stories: Real testimonials of participants whose lives changed - Emotional Value: "Why this experience is necessary in your life" - Exclusivity and Scarcity: "Annual limit 12 people" "Foreign visitors to this village number only a few yearly" - Social Proof: Recommendations and participation experiences from celebrities and experts

Expected Effect: Detail view rate 8% → 25% (improved interest sustainability)

D (Desire): Desire Stage Optimization

Current Desire Arousal (Function Focus): - Service Content: Explanation of experiences, facilities, support provided - Safety and Reliability: Guide qualifications, insurance, safety measures - Comparative Advantage: Fee and service comparisons with competitors - Results: 0.3% inquiry rate (insufficient desire)

AIDMA-Optimized Desire Arousal: - Thirst for Change: Appeal to deep psychology of "wanting to escape current life repetition" - Self-actualization Need: "Discover real self" "Meet new self" - Social Recognition Need: Special feeling of "experience only select few can have" - Urgency Creation: "Possibility of not experiencing next year" "Special price only now"

Expected Effect: Inquiry rate 0.3% → 1.2% (improved desire arousal)

M (Memory): Memory Stage Optimization

Current Memory Establishment (Neglected State): - No Follow-up: No continuous contact to interested customers - No Reminders: No countermeasures for memory fading over time - No Differentiation Memory: Insufficient elements remembered distinctly from competitors - Results: Recall rate unknown (no measurement system)

AIDMA-Optimized Memory Establishment: - Story Memory: Memory establishment through impressive episodes - Emotional Memory: Long-term memory formation through strong emotional experiences - Regular Reminders: Continuous contact through newsletters and social media - Differentiation Keywords: Unique memory phrases like "soul journey"

Expected Effect: Brand recall rate unmeasurable → 65% (improved memory establishment)

A (Action): Action Stage Optimization

Current Action Promotion (Many Obstacles): - Complex booking process: Multi-stage input forms - Unresolved anxiety elements: First-time use anxieties and questions left unaddressed - Insufficient decision support: No elements to push final decision - Results: 15% booking conversion rate (85% leave at final stage)

AIDMA-Optimized Action Promotion: - Simple Booking: Reservation system completing in 3 clicks - Anxiety Resolution System: Immediate response through chatbot and phone consultation - Nudge Initiatives: "Special perks only now" "Friend accompaniment discount" "Cancellation insurance" - Staged Commitment: Staged design from "first attend briefing session" to "main booking"

Expected Effect: Booking conversion rate 15% → 45% (improved action promotion)

Claude reported an important discovery.

"This is clear. WanderTech Asia has product strength but lacks marketing design aligned with customer psychological processes. AIDMA optimization enables consistent customer experience design from awareness to action."

Most Important Discovery: "Product-Centered vs. Customer Psychology-Centered Gap"

Even with excellent products, marketing ignoring customer psychological processes can't effectively appeal. Optimal approaches at each stage are necessary.

Chapter 4: Psychology-Driven Strategy — Transformation from Emotion to Action

Following detailed AIDMA analysis and customer psychological process design, WanderTech Asia's effective marketing strategy became clear.

Transition from "Product-Centered Marketing" to "Customer Psychology-Centered Marketing":

Core Problem: Mismatch Between Customer Psychological Process and Marketing Initiatives

WanderTech Asia provided excellent travel products but, not understanding customer psychological journey from awareness to purchase, couldn't achieve optimal approaches at each stage.

AIDMA Integrated Marketing Strategy:

Phase 1: Customer Psychology Analysis and Design (2 months)

Target Customer Psychological Profile Construction: - Deep Need Analysis: Why travel, what seeking - Psychological Barrier Analysis: Anxieties, questions, hesitation factors preventing purchase - Emotional Trigger Analysis: Emotional factors and triggers prompting action - Purchase Decision Factor Analysis: Elements ultimately deciding purchase

AIDMA Stage-Specific Customer Insights: - Attention Stage: Desire to escape daily routine, longing for extraordinary - Interest Stage: Expectations for self-transformation, curiosity for new discoveries - Desire Stage: Life fulfillment, thirst for special experiences - Memory Stage: Differentiation from others, value of unique experiences - Action Stage: Peace of mind, reliability, concrete benefits

Phase 2: AIDMA Integrated Marketing Implementation (6 months)

A (Attention) Integration Strategy: "Attention Acquisition Through Emotional Hooks"

Emotionally Direct Message Development: - "Aren't you tired of the same repetitive daily routine?" - "48 hours where your soul trembles—a once-in-a-lifetime experience" - "Secret experiences you can't post on social media, yours alone" - "A journey you'll thank yourself for deciding on today, one year from now"

Target-Specific Advertising: - LinkedIn Ads: Target professionals and managers on weekday evenings with "work fatigue" - Instagram Ads: Propose "one step beyond experience" to travel-experienced audience - Google Ads: Emotional keywords like "life-changing travel" "hidden territory experience" - YouTube Ads: Overwhelming experiential footage in documentary style

I (Interest) Integration Strategy: "Interest Sustainability Through Emotional Storytelling"

Experience Storytelling: - Participant life changes: "This travel clarified my life direction" real testimonials - Deep local connections: "Bonds like family formed with villagers" moving episodes - Self-discovery stories: "Moment of knowing true self for first time" transformative instants - Specialness proof: "Annual 12 people only. Why I was chosen" limited experience value

Emotional Value Visualization: - Before/After Comparison: Visualize facial expression and atmosphere changes before and after participation - Emotion Verbalization: "Indescribable emotion" expressed in participants' words - Social Proof: Celebrity and expert testimonials of experiential value - Exclusivity Staging: "Foreigners knowing this place number fewer than 100 worldwide"

D (Desire) Integration Strategy: "Appeal to Deep Desires"

Self-actualization Need Appeal: - "Journey to discover true self": Thirst for self-exploration and growth - "Experience finding life meaning": Quest for existential significance and purpose - "Adventure opening new possibilities": Discovery of potential abilities and talents - "Soul-level transformation experience": Fundamental life perspective transformation

Social Value Appeal: - "Experience only select few have": Exclusive special feeling - "Precious experience to tell forever": Differentiation and superiority from others - "Experience chosen by true travel connoisseurs": Recognition of expertise and discernment - "Value to pass to next generation": Cultural significance and inheritance value

M (Memory) Integration Strategy: "Impressive Memory Establishment"

Story Memory Construction: - Brand Story: "Why we started this travel" founding passion - Customer Stories: Continuous dissemination of impressive participant episodes - Local Stories: Special relationships with history, culture, people of visited places - Change Stories: "Life changes this travel brings" narratives

Regular Reminder System: - Personalized Email: Custom information distribution according to interest stage - Social Media Follow-up: Continuous contact through related content - Webinars and Events: Regular direct contact opportunities - Seasonal Reminders: Recall promotion at optimal travel times

A (Action) Integration Strategy: "Action Promotion Optimization"

Booking Process Revolution: - One-click Provisional Booking: Easy provisional booking if interested - Staged Commitment: Staged design of briefing participation → detailed consultation → main booking - Flexible Cancellation: Cancellation insurance and conditions for anxiety reduction - Personal Response: Individual support through dedicated concierge

Final Decision Support: - Limited Time Perks: "Special price until this weekend" urgency creation - Friend Accompaniment Benefits: "Together with important people" social value enhancement - Installment Payment Support: "From 10,000 yen monthly" economic barrier reduction - Experience Guarantee: "Full refund if unsatisfied" risk reduction

Comparison with Successful Companies:

AIDMA-Utilizing Successful Company (Thai Company A): - Same industry and scale experiential travel company - Before AIDMA Introduction: 0.08% conversion rate, low booking price - After AIDMA Introduction: 0.35% conversion rate, 30% booking price improvement - Success Factors: Consistent marketing design based on customer psychology

WanderTech Asia's Improvement Potential: Significant conversion rate and profitability improvements expected through similar approach

Chapter 5: Detective's AIDMA Diagnosis — Art of Eliciting Action

Holmes summarized the comprehensive analysis.

"Ms. Rachel, AIDMA model's essence is 'customer psychology map.' Travel is buying dreams, and by designing emotional flow, dreams can be transformed into reality. Optimal approaches at each customer psychological stage create reliable flow from awareness to action."

AIDMA Integration Strategy: Transition from "Product-Centered" to "Customer Psychology-Centered"

Basic Strategic Policy: Customer Psychology-Driven Marketing

Phase 1: Customer Psychology Design Foundation (2 months)

Deep Psychology Analysis System: - Target Psychological Profile: Emotional and rational factor analysis leading to purchase - Stage-Specific Barrier Analysis: Dropout factor identification at each AIDMA stage - Emotional Trigger Analysis: Emotional factors and timing prompting action - Competitive Differentiation Analysis: Establishing unique position in customer memory

AIDMA Design System: - Attention Design: Attention acquisition strategy through emotional hooks - Interest Design: Interest sustainability strategy through storytelling - Desire Design: Desire arousal strategy through deep desire appeal - Memory Design: Recall promotion strategy through impressive memory - Action Design: Certain closing strategy through action promotion

Phase 2: Integrated Marketing Implementation (6 months)

All-Channel Integrated AIDMA: - Advertising and Social Media Integration: Consistent AIDMA messages across platforms - Content Strategy Integration: Stage-specific content in blogs, videos, emails, etc. - Customer Touchpoint Integration: Unified customer experience across web, phone, face-to-face - Data Integration Analysis: Customer behavior data integration and optimization across all touchpoints

Personalization: - Individual Psychological Profile: Approach according to each customer's psychological characteristics and stage - Dynamic Content: Real-time optimization according to customer interest and behavior - Timing Optimization: Contact timing matched to individual purchase cycles - Channel Optimization: Optimal communication means according to customer preferences

Phase 3: Continuous Optimization (Ongoing)

AIDMA Effect Measurement and Improvement: - Stage-Specific Effect Measurement: Conversion rate measurement at each AIDMA stage - Psychological Effect Analysis: Effect measurement and improvement of emotional appeals - Competitive Trend Response: AIDMA strategy adjustment according to market changes - Long-term Effect Tracking: Impact measurement on customer lifetime value

Expected Effects: - Overall Conversion Rate: 0.045% → 0.18% (4x improvement) - Customer Acquisition Cost: 30% reduction (efficient psychological appeal) - Customer Unit Price: 25% improvement (high added value experience acceptance) - Customer Satisfaction: 4.8 → 4.9 (expectation and experience match improvement)

Investment Plan: - AIDMA Integrated Marketing Construction: 1.2 billion yen annually - Expected Benefits: 3.5 billion yen annually (sales increase + efficiency) - Investment Recovery Period: 5 months

"What's important is not product appeal but understanding customers' emotional movements. AIDMA is guidebook realizing true marketing that resonates with customers' hearts."

Chapter 6: Marketing Completion Resonating with Hearts — Purchase Behavior Emotions Guide

15 months later, a report arrived from WanderTech Asia.

Business Transformation Results through AIDMA Integrated Marketing:

Dramatic Marketing Efficiency Improvement: - Overall Conversion Rate: 0.045% → 0.22% (approximately 5x improvement) - Customer Acquisition Cost: 40% reduction (efficient psychological appeal) - Average Booking Price: 280,000 yen → 420,000 yen (50% improvement) - Customer Satisfaction: 4.8 → 4.95 (expectation and experience perfect match)

Success at Each AIDMA Stage:

Attention Stage Innovation: - Ad Click Rate: 1.2% → 4.1% (emotional hook effect) - Brand Recognition Rate: 15% → 45% (recognition improvement in target audience) - Impression Score: 2.8/5 → 4.3/5 (memorable messaging) - Reach Efficiency: 3x target reach with same budget

Interest Stage Innovation: - Detail View Rate: 8% → 32% (storytelling effect) - Dwell Time: Average 1:30 → 8:15 (over 5x improvement) - Content Sharing Rate: 0.5% → 12% (voluntary emotional diffusion) - Newsletter Registration Rate: 2% → 18% (continuous interest acquisition)

Desire Stage Innovation: - Inquiry Rate: 0.3% → 1.8% (deep desire appeal effect) - Document Request Rate: 0.8% → 5.2% (improved desire to know more in detail) - Wishlist Addition: Unmeasured → 15% (latent purchase intent) - Price Tolerance: 280,000 yen → 420,000 yen (value perception improvement)

Memory Stage Innovation: - Brand Recall Rate: Unmeasured → 73% (advantage in competitor comparison) - Word-of-mouth Mention Rate: Almost none → 250 cases monthly (natural topic creation) - Repeat Search Rate: 20% → 65% (continuous interest maintenance) - Recommendation Intent: Unmeasured → NPS 68 (high recommendation intent)

Action Stage Innovation: - Booking Conversion Rate: 15% → 52% (final decision barrier removal) - Average Consideration Period: 45 days → 18 days (decision-making speedup) - Cancellation Rate: 8% → 2% (bookings with conviction) - Upsell Success Rate: 10% → 35% (additional option purchases)

Specific Success Cases:

"Soul Awakening Journey - Myanmar Monastery Experience" Campaign: - Attention: "48 hours away from daily noise, knowing true silence" - Interest: Participant "life perspective changed" real experience video - Desire: "Annual 12 people limit. Special experience for chosen ones only" - Memory: "Voice of own heart heard in silence" impressive phrase - Action: "Last recruitment this year. Implementation undecided next year" urgency creation - Result: 12 spots filled in 4 hours, waiting list 48 people

"Becoming Family of Hidden Territory - Coexistence Experience with Northern Thai Mountain Tribes" Campaign: - Attention: "Family definition changes. Bonds transcending blood relations" - Interest: Moving episodes of participants welcomed into mountain tribe families - Desire: "Lifelong family created. Acquiring second hometown" - Memory: Warmth of second family welcoming with "welcome back" - Action: "Annual 6 people limit to welcome as family" - Result: Full capacity in 2 days from recruitment start, 120 inquiries

Organizational and Cultural Transformation:

Marketing Thinking Evolution: - Product-centered thinking → Complete transformation to customer psychology-centered thinking - Functional appeal → Emphasis on emotional appeal messaging - One-way broadcasting → Customer psychological dialogue-conscious communication - Short-term results → Long-term customer relationship building emphasis

Team Capability Improvement: - Marketing staff psychological understanding improvement - Content creator emotional expression capability improvement - Sales staff customer psychology reading capability improvement - Customer service emotional response capability improvement

Customer Relationship Changes:

Pre-booking Relationship: - Traditional: "Prospects considering products" - Current: "Companions seeking life changes" - Effect: Early trust relationship building, conversion rate improvement

During Experience Relationship: - Traditional: "Service provider and customer" - Current: "Partners creating life changes together" - Effect: Satisfaction improvement, emotional experience creation

Post-experience Relationship: - Traditional: "Transaction completed" - Current: "Perpetual community members sharing life changes" - Effect: Word-of-mouth diffusion, repeat rate improvement

Customer Voices:

Tokyo Foreign Consulting Firm Consultant (36 years old, female): "When I first saw the ad 'life-changing 48 hours,' I thought 'exaggerated again,' but watching story video showing people actually changed, I thought I wanted to change too. Actually participating, my life perspective really changed. Still keep in touch with local family."

Osaka Physician (42 years old, male): "When exhausted from work, attracted by words 'soul-stirring experience.' As physician examining many patients, never looked at own heart. This travel allowed facing 'true self' for first time."

Fukuoka Teacher (29 years old, female): "Attracted by special feeling of 'experience only select few have.' Actually being among annual 12 people limit, was really happy. Other participants all wonderful people, made friends still in contact."

Business Result Improvement:

Sales and Profitability Significant Improvement: - Annual Revenue: 280 million yen → 850 million yen (3x growth) - Profit Margin: 12% → 32% (efficiency and high added value) - Customer Acquisition Cost: 40% reduction from traditional - Customer Lifetime Value: 3.2x improvement from traditional (repeat and referral effects)

Market Position Improvement: - Industry Recognition: "One of startups" → "Leading company in experiential travel" - Media Attention: Featured in multiple travel magazines and TV programs - Awards: Received Asia Tourism Innovation Award - Investor Evaluation: Series B fundraising successfully raised 5 billion yen

Social Impact: - Local Communities: Economic vitalization and culture preservation contribution to visited areas - Participant Lives: Brought positive life changes to over 800 people - Industry Change: Quality improvement contribution to experiential travel market - Cultural Exchange: Promotion of cross-cultural understanding and international friendship

Next Generation Expansion: - Africa and South America Expansion: Experiential travel development in new continents - Corporate Services: Experiential programs as corporate training - Online Experiences: Preview and review experiences utilizing VR technology - Lifestyle Brand: Life change support business beyond travel

Rachel's letter contained deep gratitude and conviction:

"Through AIDMA analysis, we transformed from 'product-selling company' to 'company resonating with customers' hearts.' Most importantly, understanding not product functions but emotional value and psychological processes customers seek. By accompanying customers' emotional movements at each stage, we built deep connections with customers seeking life changes rather than mere travel bookings. Now bringing positive life changes to over 800 people annually, also building sustainable relationships with local communities. AIDMA is not just marketing method but guidebook creating value truly resonating with customers' hearts."

Detective's Perspective — Those Who Read Psychology Win

That night, I pondered deeply about the relationship between marketing and psychology.

WanderTech Asia's case vividly demonstrated that no matter how excellent products or services exist, marketing ignoring customer psychological processes can't convey true value. Particularly for experiential products, emotional value is more important than functional value, and understanding customers' emotional movements becomes key to success.

AIDMA model's true value lies in capturing customer purchase behavior as psychological process and enabling optimal approach design at each stage. By creating consistent marketing experiences from Attention to Action matched to customer psychological states, customers can be reliably guided from awareness to purchase.

In Volume 19 "New Frontiers of Analysis," while the previous eight cases demonstrated various analytical method powers, Case 249's AIDMA analysis proved the importance of customer psychology-based marketing. Analytical methods demonstrate true effects when utilized based not on corporate logic but on customer psychology.

"Don't sell products. Deliver value resonating with customers' hearts. Understanding that emotional movement is true marketing's starting point."

The next case will surely depict another moment when analytical methods create deep connections with customers.

"Customers' hearts are complex instruments. AIDMA is the musical score for producing beautiful tones from those instruments." — From the Detective's Notes