Part of that understanding will mean knowing the "level of consideration" that each user needs for each purchase type.
Clothing might feel like a "routine essential" for some (just steve jobs me and drop off a uniform at my door).
For me it's closer to a life purchase. I want tools that help me explore and define my taste -- that teach me about the axes to care about (colors, shapes, materials, how to determine quality, the meaning and history of brands), and help me find what's true to me within that.
Other people might put that level of research into their coffee makers, skis, audio equipment...