Newsworks: How people buy
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...