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...