Buyers are experiencing and expressing symptoms of a problem or need.
In the first stage of the Buyer's Journey, they are doing research in order to more clearly understand and give a name to their problem.
I have toothache and feel pain when bitting down on food. What's wrong with me?
Your leads have conducted some research and have clearly defined and given a name to their problem or need. In the second Stage of the Buyer's Journey, they are researching potential solutions. Some of their questions are: What are my options for solving my problem? What are the possibilities?
Aha! I may have a cracked tooth. What are my options for relieving or curing my symptoms?
Your leads have made a choice and decided what approach to take. In the third stage of the Buyer's Journey, they are now looking for the specific product and company that will solve their problem.
I should visit a dentist, but which one? The dentist1 costs ££ but they're widely-known and fast.