Understanding how consumers buy: The four stages of the purchasing 'loop'
Matthew Carlton
The Internet Advertising Bureau (IAB) and MEC both unveiled new research at Advertising Week to help marketers gain a clearer understanding of the ever evolving consumer purchase journey.
Julie Hamshere, MEC's Group Research Consultant Director, introduced MEC Momentum, a proprietary approach to understanding and quantifying how consumers make purchase decisions today, offering brands enhanced strategic planning. She told delegates that the purchase pathway now is less of a funnel and more of a loop or a never ending cycle of using, needing, wanting, shopping and, finally,...