Decoding Decisions: Understanding and optimising decision making in the ‘messy middle’
Our client, Google, wanted to take a new approach to understanding consumer decision-making in today’s digital world. Their key questions included understanding how people make online decisions, the role of behavioural science in decision-making, and how these dynamics differ across a number of categories.
Read the full book here: https://www.thinkwithgoogle.com
TBA Approach.
Literature review of behavioural science papers and models of consumer decision-making.
Qualitative behavioural deep dive to observe online decision-making in context and in the moment across 31 categories, using live screen recording and consumer narration.
Developed a new model of decision-making leveraging behavioural science insights and reflecting the non-linear nature of decision-making in the digital era.
Quantitative research with 31,000 consumers across 31 categories using purchase simulations powered by behavioural conjoint to quantify the role and impact of behavioural science within decision-making.
Behavioural Insights, Interventions & Impact.
We uncovered powerful insights into the non-linear nature of consumer decision-making, challenging existing models and ways of thinking.
We highlighted two complementary states of exploration and evaluation that consumers cycle through when shopping - Google calls this the ‘messy middle’.
The behavioural conjoint purchase simulations powerfully demonstrated how the use of behavioural science could increase brand preference within a category.
The results have been published and presented over 200 times. The insights are driving actions to optimise UX/CX, ad copy & targeting within Google. This research has since continued globally, been replicated across 13 markets and over 100 categories, and has won Market Research Society and Media Research Group awards.