Google: Decoding Decisions – making sense of the ‘messy middle’

Google, a technology company, applied behavioural science insights to marketing practice and developed a new model of decision making that accurately reflects the complexities of online shopping behaviour.

Summary

A collaboration between Google and The Behavioural Architects to decode consumer decision making today. We applied behavioural science insights to marketing practice in an overarching, scaled and systematic way. Through a combination of observational research and behavioural conjoint, we developed a powerful new understanding, which is now driving the global thought leadership of the client's organisation.

A key output was a new model of decision making that accurately reflects the complexity of shopping behaviour in the internet era. The central component is the 'messy middle' – a loop consisting of complementary states of exploration and evaluation that we saw...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands