The concept of a journey was presented to the user and at the point of creating an account they were asked to respond. 'Having heard what you have heard you are presented with the option to create an account or not'
P1 (Micro enterprise) was reticent all the way through.
P2. (Larger micro enterprise) was definitely up for it especially if it would help him with business opportunities. P2 also knew the value of getting authenticated.