Newsworks: How people buy

This study for Newsworks, the UK body representing newbrands, explores consumer purchase decision journeys across the multitude of devices and sources that modern buyers consult, in order to shed light on where newsbrands can slot into the media mix in order to influence decisions.

Newsworks: How people buy

Newsworks, Flamingo and Tapestry Research

Background

The way people find out about and choose brands and products today is complex. They use multiple devices to access information 24/7, decision-making is often irrational and peer influence is increasingly important.

As a result the consumer decision journey is changing. It is like a pinball machine - a trigger causes people to enter the decision-making process, but once in, they bounce from one touchpoint to another, often moving backwards as well as forwards, before eventually making a decision – hopefully! This makes the choice of media touchpoints extremely important...

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