Research the buying decision to understand brand choice

This article describes Snakes & Ladders, a non-directive research method which maps the purchase process from beginning to end.

Research the buying decision to understand brand choice

Steve Phillips and Lucie Holliday

Why do people buy the things they buy? If you asked that question about someone's recent purchase, they might say something about buying brand X because it was the best value for money.

So that means brands have it easy – all they have to do is create the best quality product at the right price point. Of course, if that were true, brands in markets from holidays to soft drinks, face cream to trainers, wouldn't spend millions researching their markets, trying to identify new...

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