It takes places during surveying.
For example, let's say you want to review your own produced game application software, and found out whether it satisfy your consumer or not
Before you conduct the survey, you have to identify what aspect you want to find out from your consumers , such as : Does it have any bug ? Is it challenging enough ? is the graphic good enough ? etc
I'd say Davis was trying to increase persuasive power. Given that he saw that nobody was really his friend because he was shy and quiet, he tried to persuade people to like him by going to the game and hanging out with people.