Decision Making

How do consumers make decisions?

Decision Making


Crawford Hollingworth, Warc Exclusive, The Behavioural Architects, October 2013

This article, the first part of a three-part series, describes how humans form habits and how they can be broken.


Jo Bowman, Event Reports, International Shopper Insights, November 2014

This event report looks at how concepts of psychology, neuroscience and behavioural economics can be applied to the retail format.


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report explores Nissan's emotionally-driven approach to marketing, which aims to foster a clear sense of excitement around the brand.


Rory Sutherland, Market Leader, Quarter 4, 2014

This article outlines the implications of research that analysed the utility people get from a purchase, and how this translates into perceived value of a product.


John Clark, Market Leader, Quarter 4, 2014

This article explains how the Co-operative supermarket applied understanding about unconscious decision making to enhance the impact of its brand.


Leigh Caldwell and Elina Halonen, ESOMAR, Congress, Nice, September 2014

This paper explores the role of the unconscious mind in consumer decision making and offers ideas and explanations of how market researchers can access consumer's unconscious processes.


David Penn and Suzanne Lugthart, ESOMAR, Congress, Nice, September 2014

This case study shows how a new implicit and metaphorical approach to research gave eBay, the online auction platform, a powerful commercial insight impossible through direct questioning.


Warc Exclusive, July 2014

This article provides marketers with information and guidance on researching consumers.


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.

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