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Collect and summarize 5 great case studies on MENTAL MODELS. The case studies should focus on web-based businesses.
WHAT IS A MENTAL MODEL?
As defined by Wikipedia, "A mental model is an explanation of someone's thought process about how something works in the real world." They are generally made from interviewing and/or observing people doing something like booking a flight for a trip, figuring out what movie they should go to, etc. Companies use these mental models so that they can build their products around how people really think.
Here is an excellent articles on the subject of mental models (make sure to click on the example diagram).
The source of each summarized case study should be from no later than 2007.
Each case study summary that you write should include the following sections:
1-One Line Summary [required]
Format should be alongs the lines of "CompanyName Investigates Habits of AudienceSegmen...
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