Search Engine Optimisation - How Do You Know When Someone's in by Mode?

In general, i can start with a tool that'll kind of break down that, who, what, where, win, why, how questions asked about any root level keyword. So your intuition is not enough when you're trying to figure out what questions are answering on a broad topic. You should be using some sort of a technology driven tool,. Whether it be search metrics, content experience, answer the public. Eventually, you move out of informational in to transaction. How do you figure out when somebody's actually in by mode, as opposed a research mode? The best running shoes might be something where 'm looking for a piece of content about it and ratings.