Decision Making

How do consumers make decisions?

Decision Making


Gary Klein, Admap, July/August 2014

This article discusses the value of different types of consumer insight gathering and argues that these should not be lost in the rise of big data.


Stephen Scales, Admap, June 2014
This article describes four consumer profiles for people buying cars based on different mixes of research and buying patterns. The 'loyal researcher' (16%) buys the same make of car as they already have, following research into other cars.

Warc Exclusive, May 2014
This article provides marketers with information and guidance on researching consumers. Key themes include finding insight; using consumer insight; using pre-testing; testing creative in market; and finding the consumer in Big Data.

Charles Young, Admap, May 2014
This article discusses the importance of creating brand memories, not just brand engagement, as this is how consumers make purchasing choices. The impact on consumers of engagement and memory is described in terms of the 'Experiencer Self', where time is linear and each moment equally significant, and the 'Remembered Self', where duration is less important and peak moments and endings have more significance.

Gareth Pugh, Admap, May 2014
This article argues that, when trying to understand consumer purchasing decisions, mixed-methodologies are most successful. In recent times focus group research has fallen out of favour, due to concerns about unrealistic responses and qualitative researchers are developing new methods.

Nitin Nishandar, TNS, March 2014
This report compares the success of TV ads by several companies around Chinese New Year, in China, Singapore, Taiwan and Malaysia. Chinese New Year is a critical period for advertisers in these countries, as an opportunity to capture some of the increased consumer spend and to build longer-term brand memories.

Daniel Finder and Gonzalo Barbieri, ESOMAR, Latin America, Buenos Aires, April 2014
This paper describes research which sought to understand how consumers in Latin America, and particularly Argentina, 'multi-screen' across different devices, and what this means for the path to purchase. It was found that there are two distinct ways people move among screens: simultaneously and sequentially.

Matthew Carlton, Event Reports, Advertising Week Europe, April 2014
This event report discusses the changing consumer path to purchase, describing it as a four-stage 'purchase loop', and looks at how this varies according to the type of purchase being considered. There are four phases in this purchase loop: passive, trigger, active and a post-purchase window.

Antony Green, Admap, April 2014
This article identifies seven key digital themes in the automotive industry. These themes are: investment in digital communications which help consumers understand the brand, with focus on brand websites and customer reviews; digital showrooming and the changing path to purchase, where consumers research online and buy offline; customer-first integrated service; and maintaining relevance with information and custom features.

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