This briefing offers an overview of the history, theories and key trends related to Driving Trial. It outlines the development of classic theories of consumer purchasing based on a progression through awareness, interest, evaluation, trial and adoption to more nuanced approaches employing thinking on the need states and unconscious motivation of shoppers.
Warc Briefing: Driving Trial
Definition: The process of attracting new users to a brand, whether through changes to the brand itself, or communications strategies.
History and future outlook
Driving trial with the aim of acquiring users is a principal objective...