Google: Winning in the messy middle

Google collaborated with The Behavioural Architects to conduct three new studies in the UK exploring how to activate and win in the 'Messy Middle' and understand how brands can help to build confidence.


Google and The Behavioural Architects collaborated on three new studies exploring how to activate and win in the "Messy Middle". We chose three environments where marketers have significant control and ability to experiment with how their brands show up: Search advertising, information on brand websites and at different points of sale where consumers buy. We challenged ourselves to push the boundaries of stimulus creation and nuance the application of behavioural science to each marketing context, creating a new gold standard for BeSci-inspired experiments. The results are powerful, replicable and sometimes surprising. In our Search experiment, we demonstrated that challenger...

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