Audience-first advertising in food shopping: understanding the new path-to-purchase

Julia Ayling

Mindshare’s study surveyed 1000 shoppers to analyse a range of different food shopping scenarios to better understand consumer motivations and purchase behaviours.

How we make decisions is sometimes complex, and frequently very messy. And, in the last few years it’s been fundamentally changed by our digital habits. Technological innovation in general, and the big global platforms in particular, have been busy resetting audience expectations within just about every choice and every decision that they make – regardless as to whether the innovation is directly implicated in the experience that someone is going through. The echoes of people’s previous encounters ripple out into their wider lives; as a result, people are now expecting all their decision needs to be met quicker, slicker, more...

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