Decision Making

How do consumers make decisions?

Decision Making


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.


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.


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.


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.

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