How people buy
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An investigation into the consumer purchase decision journey
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How people buy
- 2. Presentation order 1. What we did 2. Types of journey 3. Stages within journeys 4. Impact of confidence 5. Roles for media 6. Summary and implications
- 3. What we did
- 4. Explore Nine day experiment using wearable glasses to capture touchpoints at different stages of consumer journey
- 5. Deep dive In-depth interviews using a decision journey game board to understand detailed interactions at all stages of a recent purchase
- 6. Consolidate Applying Behavioural Economics filter to inform the quantitative stage
- 7. Expand 2,000 online survey to quantify the role of media touchpoints along the stages of the journeys
- 8. Engage Development of a planning tool to enable the findings to be put into practice
- 9. Type of journey Roles of media along the journey Stages in the journey
- 10. People are always on a journey to buying something Passive absorption of brand associations before a decision journey is a powerful method of influencing purchases
- 11. We explored four different journeys Short normal (e.g. repeat groceries) Short new (e.g. new groceries) Medium (e.g. mobile phone) Long (e.g. car)
- 12. Purchase cost does not dictate the length or complexity of a journey driven more by individual personality and the extent/lack of differentiation within categories
- 13. Short journeys were different from medium/long journeys considerations and risks differed due to the difference between making a decision and the decision
- 14. Most journeys consist of an assumed front-runner Cross-examined through various touchpoints to ensure its purchase won’t be regretted the key need throughout is to find information and alternatives that confirm these initial assumptions
- 15. Many people have a brand in mind right from the start Brand preference through the journey 13% 31% 33% 23% For 2/3 the journey is about choosing between two brands 7/10 of those with only one brand in mind do not even test drive another one Only one brand in mind Choice of two brands Shortlist No preference to begin with
- 16. Many people have a brand in mind right from the start Brand preference through the journey 14% 45% 22% 19% For 2/3 the journey is about choosing between two brands Over 4/10 were always intending to get the brand they bought Only one brand in mind Choice of two brands Shortlist No preference to begin with
- 17. But there is still an opportunity for brands to be seen and heard
- 18. A lack of urgency opens the door for brands to seed ideas and help frame product considerations I had to buy it right away 23% 28% 23% 57% 52% 57% I could have bought it at any time
- 19. Longer journeys are not necessarily planned, opening the door to shortcuts and challenges I had been thinking of buying it for a long time 46% 57% 18% 32% 21% 54% It was an impulse purchase
- 20. At the shelf At the shelf 57% 27% 15% 27% 48% 24% Normal grocery Shorter journeys: More brands shortlisting for new purchases New grocery Shortlist One brand No preference
- 21. Being Seeding ideas Shorter journeys: Build up Grabbing attention Expand/filter Call to action Buy Confirming conclusions £ Right time, right place Power of now Prioritised Go straight to purchase Go straight to purchase Purchase at a later date
- 22. Buy Best deal Test Confirming conclusions Filter Excluding options Expand Identifying options Build up Realisation Being Background associations £ Assumed front-runner Need to validate Gather alternatives Not ‘missing out’ Cross-examine initial assumption Reassure not a bad decision Continue cross- examination in store/dealership Decision made Quick check if better deal elsewhere Perceptions framed No front runner Assumed consideration set No front-runner Research options in & out of consideration set Systematically whittle down options Cross-examination conclusions in store/dealership Further research to find best purchase location NO REGRETS RESEARCH OPTIONS Longer journeys:
- 24. 29% 33% 43% 45% 50%51% 39% 37% 34% 33% Buy Best deal Test Confirming conclusions Filter Excluding options Expand Identifying options Build up Realisation Worried about making a mistake Very confident of making the right decision The journey is about reducing your worry Long journey
- 25. Consumers experience an emotional roller-coaster along the way
- 26. 29% 33% 43% 45% 50%51% 39% 37% 34% 33% Worried about making a mistake Very confident of making the right decision Long journey Anticipating Distressed Unhappy Nervous Nervous Unhappy Happy Trusting Happy Buy Best deal Test Confirming conclusions Filter Excluding options Expand Identifying options Build up Realisation Consumers experience an emotional roller-coaster along the way
- 27. 29% 28% 45% 40% 51% 31% 24% 20% 19% 16% Worried about making a mistake Very confident of making the right decision Buy Best deal Test Confirming conclusions Filter Excluding options Expand Identifying options Build up Realisation For medium journeys the worry is still present with confidence still the aim Confidence often dips just before the final decision
- 28. 29% 28% 45% 40% 51% 31% 24% 20% 19% 16% Worried about making a mistake Very confident of making the right decision Buy Best deal Test Confirming conclusions Filter Excluding options Expand Identifying options Build up Realisation There’s a lot of anticipation involved in the path Anticipating Nervous Nervous Anticipating Trusting Nervous HappySurprised Nervous Trusting Medium journey
- 29. Confidence is more prevalent than worry in the short journey but a ‘correct’ decision is not a given from the outset 41% 47% 52% 54% 37% 26% 24% 22% Buy Best deal Filter Confirm decisions and prompt action Build up Realisation Worried about making a mistake Very confident of making the right decision
- 30. 29% 33% 43% 45% 50%51% 39% 37% 34% 33% BUY Best deal FILTER Confirm decisions and prompt action BUILD UP Realisation Emotions are not negative but there are still some nerves Anticipating Surprised Trusting Nervous Anticipating Trusting Trusting Anticipating Happy Trusting
- 31. Role of media and newsbrands
- 32. 10 key roles for media in consumer purchase decision journeys Frame Short cut Awareness Tease Inform Isolate Challenge Confirm Enjoy Share
- 33. Key roles for newsbrands Frame shaping perceptions Short cut helping make decisions Awareness what’s out there and is important Tease Gentle but persistent reminders Inform a ‘real world’ perspective Isolate a moment of clarity Challenge stress testing assumptions Confirm corroborating assumptions Enjoy review satisfactions Share Comments and advocacy
- 34. Majority: Single assumed option being cross- examined through various touchpoints to ensure decision will not be regretted Minority: Classic ‘funnel’ approach to identify a long- list of options to whittle down Newsbrands shape the foundations and : Frame categories before journey has consciously started to shape consideration sets Inform of product’s suitability to real life needs and experiences Challenge and Confirm assumptions to provide greater confidence in decision - sometimes leading to sudden changes in consideration Newsbrands lay the foundations for longer journeys and provide later stage reassurance
- 35. Newsbrands are well placed to disrupt shorter journeys Frequent, habitual rather than considered Risk in changing what’s familiar Disruptions need to cut through inertia And reassure that potential loss will not outweigh effort of changing behaviours The everyday nature of newsbrands means they can effortlessly: Deliver decision Shortcuts at the precise point of need Raise Awareness of specific products, and offers that build on existing brand associations Isolate or Confirm messages received on other platforms and accelerate purchases
- 36. Newsbrands set the stage across different journey categories % of consumers who say newsbrands provide helpful or useful information about 88% mobile phone 84% a credit card 86% groceries 84% car/home insurance 85% new cars 89% skincare 83% holidays/flights/hotels 86% a TV
- 37. Frame Shaping perceptions Semi-consciously absorbing information on the products, brands and retailers out there and worth paying attention to
- 38. Newsbrands act as a lens on the world On what to spend time thinking about, and the choices that matter T h e f e a t u r e s a n d s t o r i e s t e n d t o s u i t p e o p l e l i k e m e G i ve s m e i d e a s t o s h a r e wi t h o t h e r p e o p l e
- 39. Newsbrands infer relevance and a sense of ‘rightness’ onto brands… 84% If they recommend something, then I know there’s a good chance I’ll like it
- 40. Newsbrands can even trigger journey start 28% 11% Long journey Medium journey Short journey 12%
- 41. 51% 28% 22% 47% 19% 18% 31% 16% 28% 17% 17% Word of mouth Family or friends encouraged me to Expert advice Advertising Newsbrand ad TV ad Life change Newsbrand features or articles Newsbrand ad or article Wanted a new make/model Issues with current car Wide range of triggers for journey start emphasises the need to frame the landscape Top triggers for new car purchase
- 42. 66% 25% 20% 29% 37% 16% 15% 11% 7% 83% 9% 44% 16% 14% 8% 5% 4% 3% Replenishment Just wanted something new Ran out Word of mouth Advertising TV ad Newsbrand ad or article Newsbrand ad Newsbrand features or articles New Normal Wide range of triggers for new purchase emphasises the need to frame the landscape Top triggers for grocery purchase
- 43. • In navigating this world of choice consumers actions have been shown to be driven far more by the fear of making the wrong decision than the desire to make a good decision • Even when consumers strongly desire something they can still be eaten with worry by the potential, however small, they have missed a crucial piece of information and are making a bad decision • However, the ‘rightness’ inferred by newsbrands provides consumers with increased confidence that choosing brands, products and services within them are not decisions they will come to regret Most studies suggest that losses are twice as powerful, psychologically, as gains. Amos Tversky and Daniel Kahneman Once the journey begins, newsbrands provide the reassurance that purchase won’t be regretted
- 44. Frame Shaping perceptions 85% Seeing a brand or product in it gives me more confidence that it’s right for me I recently read a piece by a Times food critic where he showed you what he keeps in his pantry. I pulled it out and will look into the brands. In fact I’ve already bought an umami paste he mentioned Louisa, 46, Times reader
- 45. Short cut Helping make decisions Presenting the right option at precisely the moment of need to completely bypass the effort of deliberating or cross-examining decisions
- 46. Short cut Helping make decisions 113 119 168 187 222 329 National newspaper specialist sections National newspaper ads - print National newspaper ads - print + digital National newspaper editorial National newspaper - all paid National newspaper - all paid + editorial I was shattered and hungover. I’d already seen an advert for M&S meals before and thought they looked good. Then seeing it again in the Evening Standard when I was so hungover, it made the decision for me Damian, 40, Standard reader
- 47. Awareness Showing what’s out there and is important Raising awareness of relevant new products and offers, often at earlier stages of the journey
- 48. 126 143 184 196 239 328 National newspaper specialist sections National newspaper ads - print National newspaper ads - print + digital National newspaper editorial National newspaper - all paid National newspaper - all paid + editorial Awareness Showing what’s out there and is important I was reading The Sun at work and saw Lenor Untouchables. I thought it looked interesting, said it was better than other brands. Later on I saw a TV ad. I probably would not have paid as much attention had I not seen the advert in The Sun Simon, 24, Sun reader
- 49. Tease Gentle but persistent reminders Constantly reminding consumers of a product or brand through repeated exposure through adverts, keeping them middle-of-mind
- 50. Tease Gentle but persistent reminders The adverts are there constantly, so they are like a constant reminder, ‘Look, I’m available,’ ‘Do you really want to buy me? I’m here, come and get me Steven, 40, Mirror reader 110 128 166 175 223 317 National newspaper specialist sections National newspaper ads - print National newspaper ads - print + digital National newspaper editorial National newspaper - all paid National newspaper - all paid + editorial
- 51. Inform Providing a ‘real world’ perspective Providing additional detail and information about products to fill in gaps in knowledge and help make a ‘better’ decision
- 52. Inform Providing a ‘real world’ perspective The news brand has given me more information I wouldn’t have found myself and more depths in the decision process – it has given me the ability to know more rather than hoping Lucy, 29, Mirror reader108 120 143 201 206 334 National newspaper ads - print National newspaper specialist sections National newspaper ads - print + digital National newspaper - all paid National newspaper editorial National newspaper - all paid + editorial
- 53. Isolate A moment of clarity A new piece of information that reinforces assumptions and brings a strong sense of clarity and focus to a decision, resulting in a feeling of confidence that propels them towards a purchase
- 54. Isolate A moment of clarity I was leaning towards the Fiesta and then I saw an advert for it in the Sun in the Candy Blue. I’d never seen it in that colour before but it looked incredible and made me more certain that the Fiesta was the car to go for Simon, 24, Sun reader 111 123 151 190 211 318 National newspaper ads - print National newspaper specialist sections National newspaper ads - print + digital National newspaper editorial National newspaper - all paid National newspaper - all paid + editorial
- 55. Challenge Stress testing assumptions Searching for information or ideas that tests assumptions to ensure you are not missing out on anything and won’t regret the decision Primarily looking for reassurance that a front runner is the best choice; however in some instance new ideas are stumbled upon that completely re-draw the parameters of a consideration set
- 56. Challenge Stress testing assumptions I wasn’t really considering a Lexus. I’d always thought they were a bit pricey, but then I saw an ad in The Times and it made me think that perhaps I should consider them. Didn’t end up buying a Lexus, but I did take one for a test drive David, 39, Times & Telegraph reader 106 113 137 187 206 331 National newspaper ads - print National newspaper specialist sections National newspaper ads - print + digital National newspaper - all paid National newspaper editorial National newspaper - all paid + editorial
- 57. Confirm Corroborating assumptions Looking for information that consolidates a burgeoning belief or assumption and provides confidence in making a decision based on it
- 58. Confirm Corroborating assumptions I’d heard friends talking about Lidl and how good it’s supposed to be. Then I saw an article in the Guardian where Lidl’s gin came second in a taste test. Seeing in the Guardian spurred me to go and buy some for a party I was hosting Kate, 33, Guardian reader 99 115 137 191 191 319 National newspaper ads - print National newspaper specialist sections National newspaper ads - print + digital National newspaper editorial National newspaper - all paid National newspaper - all paid + editorial
- 59. Enjoy Reviewing satisfactions Experiencing and enjoying the purchase, including getting ideas and support to get the most out of it
- 60. Enjoy Reviewing satisfactions You know, I still see the odd advert for it in the newspaper and think. ‘Yes, that’s my car.’ Especially when they’re still using the same colour, its like, ‘Yes. Simon, 24, Sun reader 109 118 146 186 211 315 National newspaper ads - print National newspaper specialist sections National newspaper ads - print + digital National newspaper editorial National newspaper - all paid National newspaper - all paid + editorial
- 61. Share Comment and advocacy Sharing or discussing buying choices with others afterwards – including reviews, comments, advice, recommendations and questions
- 62. Share Comment and advocacy I do love reading people's comments, just because some people get so vitriolic about it and other people get so passionate defending it. Damian, 40 Standard reader 92 114 147 161 202 303 National newspaper specialist sections National newspaper ads - print National newspaper ads - print + digital National newspaper editorial National newspaper - all paid National newspaper - all paid + editorial
- 63. Key learnings Passive absorption of brand associations before a decision journey is a powerful method of influencing purchases newsbrands and other media shape the parameters of consumers’ consideration sets before they have even consciously begun a journey Most journeys consist of an assumed front-runner choice being cross-examined through various touchpoints to ensure its purchase won’t be regretted the key need throughout is to find information and alternatives that confirm these initial assumptions
- 64. Key learnings Purchase cost does not dictate the length or complexity of a journey journeys are driven more by an individual’s personality and the extent/lack of differentiation within categories The curated and trusted nature of newsbrand content makes them key channels through which new ideas are serendipitously encountered newsbrands are a powerful means of challenging and turning assumptions upside-down Different channels work together to produce a ‘double whammy’ that disrupts purchasing habits newsbrands’ role is often to provide the detail that confirms brand and product relevance
- 65. What this means for advertisers
- 66. What this means for advertisers Frame and set the stage early by seeding ideas on platforms people trust Target messaging according to differing needs across the journey for maximum impact Disrupt the usual consideration set by providing shortcuts and make buyers aware of new options Tease and affirm throughout to keep confidence high and worry low
Editor's Notes
- The way people buy brands and products these days is complex. We also know that decision-making is often irrational, with device-laden consumers having access to information 24/7, and that peer influence is increasingly important. It is in this context that people are reframing how they represent and discuss the consumer decision journey. One particularly useful description is that of a pinball machine - there is a trigger that causes people to enter the decision-making process, but once in, they bounce from one touchpoint to another, often moving backwards as well as forwards, before eventually making a decision. Against this background, Newsworks partnered Flamingo, Tapestry and Dr Nick Southgate to explore the types of purchase journeys people make, the stages in those journeys and the roles of media in influencing those journeys.
- We’re going to be looking three areas, all of which are interlinked and influence how and why people make the purchase decisions they do: The types of purchase journeys people make The stages in those journeys The roles of media in influencing those journeys As previously mentioned, the way people buy brands and products these days is complex. Journeys are not as easily defined as they once were. We really like the image of the pinball machine with poor people thrown into the purchase cycle, pushed about from touchpoint to touchpoint, eventually escaping when they have bought something, or worse still, going back out the way they came in!
- But you know, although there are reasonably defined purchase journeys, people are always on a journey to buying something. We’re always gathering ideas about brands, things we might like to buy one day. How many times have you heard yourself saying – well, when we next buy a car….. or, when it comes time to change my mobile phone…. And in those instances, passive absorption of brand associations before a decision journey is a powerful method of influencing purchases
- We looked 2 types of short journey: Short new: everyday purchase such as grocery retail – where people already buy the product or visit the shop, and the goal is to maintain current penetration levels and encourage greater frequency Short normal: everyday purchase – where the goal is to disrupt people’s current purchase patterns and get them to buy either a new brand or to visit a new shop Medium: A less regular purchase, where the purchase cycle is likely to be every 1-2 years e.g. mobile phone handset A longer term purchase, where the purchase cycle is measured in years, likely to be 5+ e.g. car But actually, in the research we found that some handset journeys were agonized over - and some car journeys were shockingly impulsive - and one short journey was absolutely tortuous
- We’ve categorised journeys by length, and there is a view that the more you spend, the longer you need to decide which brand to buy so you know you’re doing the right thing. However, purchase cost does not actually dictate the length or complexity of a journey – it’s driven more by individual personality and the extent/lack of differentiation within categories, but that’s another story.
- Interestingly, because of the ongoing seeding and absorption of brand associations most journeys consist of an assumed front-runner and the purpose of the journey is to cross examine that through various touchpoints to ensure its purchase won’t be regretted. The key need throughout is to find information and alternatives that confirm these initial assumptions.
- For bigger purchases/longer purchase journeys, two-thirds of people are choosing between 2 brands. Of those who have just 1 brand in mind, 7 in 10 of them do not even try another brand. Those ongoing seeding of brand ideas are so important. Byron Sharp calls it the mental availability of brands. This was quoted in a great FT article by Ian Leslie the weekend before last. http://www.ft.com/cms/s/2/cd1722ba-8333-11e5-8e80-1574112844fd.html Question D2. Thinking about the specific brand you actually bought, which of these applies to the final choice of brand as you were going through the ‘journey’? D3. When you went to make the actual purchase, which of these best describes the specific brand you bought? Base = 2,000 A18-65
- And the same is even truer for medium term purchases such as mobile phone handsets. Question D2. Thinking about the specific brand you actually bought, which of these applies to the final choice of brand as you were going through the ‘journey’? D3. When you went to make the actual purchase, which of these best describes the specific brand you bought? Base = 2,000 A18-65
- People are not it seems very quick at making decisions about what to buy – there was a great quote from one of our respondents – “well I wondered if I should just put it off for another year”. This opens the door for brands to seed ideas and help frame product considerations. Question B1a Below are some pairs of statements. For each, please tell us which side applies to your purchase … . Base = 2,000 A18-65; Usual grocery n = 1000, New grocery n=1000, Mobile phone n=1000, Car n = 1000.
- And actually those purchases could happen at any time. There is not necessarily a strong correlation between size of purchase and the level of planning that goes into it. Even bigger purchases, where thousands of pounds change hands can be impulsive. Question B1a Below are some pairs of statements. For each, please tell us which side applies to your purchase … . Base = 2,000 A18-65; Usual grocery n = 1000, New grocery n=1000, Mobile phone n=1000, Car n = 1000.
- With everyday purchases, we looked at people who had recently bought something different, or visited a different store to normal. We identified a real opportunity for shortlisting of new products. Now I like to avoid a sample of one, but as we discussed it as a team we all came up with examples of that in our own lives – usually involving alcohol Mine was reading about an award-winning NZ sauvignon blanc on sale at Lidl for £6.99. Question D2. Thinking about the specific brand you actually bought, which of these applies to the final choice of brand as you were going through the ‘journey’? D3. When you went to make the actual purchase, which of these best describes the specific brand you bought? Base = 2,000 A18-65; Usual grocery n = 1000, New grocery n=1000.
- For shorter journeys, there are 3 key patterns: Right Time, Right Place Being: Ideas and concepts around brands and products embedded and FRAMED over time from variety of sources Prompt: Reminder of idea at right place and right-time providing SHORT-CUT to decision Power of Now This needs an additional message beyond Right Time, Right Place, on another platform which CONFIRMS idea and provides impetus to make decision to change behaviours Prioritised Following Being, the idea is brought to fore through raising AWARENESS of specific product/offer and increasing motivation to purchase
- There are two key types of medium/long journey No regrets and Research options Being: Absorbing brand, product and category information to FRAME perceptions through a variety of needs Build-up: Growing awareness of need to make decision – often due to a TEASE, Start ‘tuning’ into background – raising AWARENESS, SHARING opinions. Potential for a SHORTCUT to skip a stage Expand: Fleshing out consideration set to ensure all possible options are considered, AFFIRM opinions and get more AWARE of options Filter: get more INFORMED to whittle down final options, continue to be TEASED whilst you make up your mind. Test: First-hand experience of option/options to ISOLATE options for focus, Potential for new ideas to change consideration set through CHALLENGE or have opinions AFFIRMED Shop around: Exploring deals offered by different providers/dealers to identify best value for money
- On our How people buy research page you will find a video of Dr Nick Southgate talking in more detail about the importance of making a confident decision – not necessarily the perfect choice, but one that is good enough. The aim is to reduce worry and regret. Regret, and the anticipation of regret, shadows our decisions and undercuts confidence.
- Particularly with longer journeys, the worry about making a mistake can be overwhelming at the start. It’s only at the penultimate stage, the hands-on test, that confidence begins to outdo worry. However, even when people have b. Brand preference actually provides more confidence. Just 39% of people who start out with one car brand in mind are worried, for example, and 43% feel very confident, even at this early stage – rising to 63% when they’ve made the final decision. For people who start out with no brand in mind, worry is uppermost (54%) and confidence low (17%). While confidence improves to 41% at the buying stage, it is still outweighed by worry (43%). This makes a strong case for maximising brand consideration when people are not yet in the market – Apple a good example of tying up first preference before the active purchase process even begins. ought the brand/product, a third of them (33%) are still worried they have made the wrong decision Question C4. How worried or concerned were you that you may not end up getting the right [CATEGORY] for you in the end? Base = 2,000 A18-65; Short n = 2000, Medium n=1000, Long n = 1000.
- Happiness only really kicks in once consumers get their hands on the product and make sure it works for them – before then it can be a nervous and anxious time Question C4. How worried or concerned were you that you may not end up getting the right [CATEGORY] for you in the end? Base = 2,000 A18-65; Short n = 2000, Medium n=1000, Long n = 1000. Emotions: Chart shows emotions vs average for each emotion across all stages journeys. Question C2 How were you feeling at each stage of your journey?
- Worry is lower for medium length journeys, but is still present – and higher than confidence levels at the start. Question C4. How worried or concerned were you that you may not end up getting the right [CATEGORY] for you in the end? Base = 2,000 A18-65; Short n = 2000, Medium n=1000, Long n = 1000.
- Anticipation is to the fore, but trust is only felt once people are closer to a decision Question C4. How worried or concerned were you that you may not end up getting the right [CATEGORY] for you in the end? Base = 2,000 A18-65; Short n = 2000, Medium n=1000, Long n = 1000. Emotions: Chart shows emotions vs average for each emotion across all stages journeys. Question C2 How were you feeling at each stage of your journey?
- While short journeys are less prone to worry, it is only a small majority that feel very confident they have done the right thing once they have actually bought. What’s more important is that they have reduced worry. Question C4. How worried or concerned were you that you may not end up getting the right [CATEGORY] for you in the end? Base = 2,000 A18-65; Short n = 2000, Medium n=1000, Long n = 1000.
- People feel more trusting of their choice early on – often because it is a habitual purchase that has proved ok in the past. Question C4. How worried or concerned were you that you may not end up getting the right [CATEGORY] for you in the end? Base = 2,000 A18-65; Short n = 2000, Medium n=1000, Long n = 1000. Emotions: Chart shows emotions vs average for each emotion across all stages journeys. Question C2 How were you feeling at each stage of your journey?
- So how can media help people? Media play a key role in guiding people through the purchase journey and giving them confidence
- So we’ve talked about the importance of the ongoing seeding of brand associations – that’s a really important role for media and for newsbrands – one we’ve called FRAME During the journey itself, there are 7 roles that media brands can and do play in helping people making the decision as to which brand or product to buy. And the influence of media doesn’t stop at purchase, there are 2 further roles that media play post purchase, SHARE and ENJOY. Given the fact that a significant number of people are still worried once they have made the purchase, the role of media in generating satisfaction and confidence is vital.
- And newsbrands will play each of these roles to a greater or lesser extent.
- Question N3. When it comes to providing content or information about products or brands, how well do (your Newsbrands) provide helpful or useful information about these other products/categories? .… . Base = 2,000 A18-65
- Creating a strong sense of excitement and anticipation about a product or retailer that is within someone’s consideration set Shorter Journey: Priming people to notice products, brands and retailers when out and about Longer Journey: Defines the assumed category consideration set before people have even decided that they need to make a purchase decision ROLE OF NEWSBRAND: Provides a moment of inspiration in the journey that helps isolate and hone in on a specific product or area TYPE OF JOURNEY: Typically long journeys WHERE IN JOURNEY: Tend to be most influential when consumers naturally need to focus on making a choice PLATFORM: Print and to a lesser degree tablet. Influence is usually encountered as a full bleed or large advert. People are usually in a more open-minded / relaxed frame of mind when reading newsbrand content in print / on tablet vs. on their computer where they tend to be more critical
- Newsbrands act as a lens on the world, reinforcing values and helping people determine what matters and what to spend time thinking about. This is as true of purchase decisions as it is of politics and culture; they provide a lens on the choices that matter and are worth considered. Question N6 And how much do you agree or disagree with what’s being said below about <Newsbrands>? Base = 2,000 A18-65
- Question N6 And how much do you agree or disagree with what’s being said below about <Newsbrands>? Base = 2,000 A18-65
- Question B3 What was the trigger? Base = 1,000 A18-65
- Question B3. What happened, what was the ‘trigger’ for you to decide to purchase a [xxx]? Please select all that apply. Base = 2,000 A18-65; Normal grocery n = 1000, New grocery n = 1000.
- Quote from Wikipedia referencing “Kahneman, D. and Tversky, A. (1992). "Advances in prospect theory: Cumulative representation of uncertainty". Journal of Risk and Uncertainty”
- Question N6 And how much do you agree or disagree with what’s being said below about <Newsbrands>? Base = 2,000 A18-65
- Short Journeys: Makes a decision for consumers that answers an immediate need, often prompting immediate action before any thought goes into journey Longer Journey: Helps cut through the noise later in the process Newsbrands ability to fit within habits and routines throughout the day mean they are well placed to respond to needs as and when they arise
- Question M3. We’re going to show you a number of different ‘tasks”... For each task we’d like to know what could be helpful for each. Base = 2,000 A18-65.
- Newsbrands are adept at turning something that people are aware of in the background to more immediate attention, they are able to cut through the noise and raise salience by leveraging the perceived trust and assumed relevance of the things they present Shorter Journeys: Can kick-start a journey, reminding consumers of needs and brands that have slipped into the background, increasing salience and the sense that ‘now is the time’ to make the decision Longer Journeys: Introduces new options into emerging consideration sets as the need to make a decision grows
- Question M3. We’re going to show you a number of different ‘tasks”... For each task we’d like to know what could be helpful for each. Base = 2,000 A18-65.
- Constantly reminding consumers of a product or brand through repeated exposure through adverts, keeping them middle-of-mind Longer Journeys: Whenever consumers are dithering; often serves as a reminder that a decision needs to be made, reinforcing FRAME perceptions and cementing one option as the front runner Sometimes, even after a purchase priming consumers ready for the next one The habitual nature of Newsbrands consumption means they can provide the soft but steady drum beat that tips consumers from deliberation into action
- A combination of paid in both print and digital and editorial keeps brands on people’s radar, again nicely put by this quote. Question M3. We’re going to show you a number of different ‘tasks”... For each task we’d like to know what could be helpful for each. Base = 2,000 A18-65.
- Providing additional detail and information about products to fill in gaps in knowledge and help make a ‘better’ decision Shorter Journeys: Later in journey when looking for information to fill in the gaps from other media messages, such as TV, to build a more detailed picture of something Longer Journeys: Earlier in journey when looking for information to expand knowledge of products and brands in consideration sets Newsbrands are trusted to provide more grounded insight into the ‘real life’ experience of a product or brand – sifting through the category jargon to inform consumers of what matters and what doesn’t about a potential product
- Question M3. We’re going to show you a number of different ‘tasks”... For each task we’d like to know what could be helpful for each. Base = 2,000 A18-65.
- A new piece of information or feature that reinforces assumptions and brings a strong sense of clarity and focus to a decision resulting in sufficient excitement to tip a consumer from a feeling of worry to a feeling of confidence that propels them towards a purchase ROLE OF NEWSBRAND: Provides a moment of inspiration in the journey that helps isolate and hone in on a specific product or area TYPE OF JOURNEY: Typically long journeys WHERE IN JOURNEY: Tend to be most influential when consumers naturally need to focus on making a choice PLATFORM: Print and to a lesser degree tablet. Influence is usually encountered as a full bleed or large advert. People are usually in a more open-minded / relaxed frame of mind when reading newsbrand content in print / on tablet vs. on their computer where they tend to be more critical Shorter Journeys: Can spur people to try a new product or brand they’ve been considering Longer Journeys: Towards the end of a decision when a consumer wants to hone in on a choice Newsbrands have the power to amplify the excitement of TVCs and other touch-points through full-bleed / large adverts when a consumer is beginning to fix on a favourite
- This guy had been thinking about buying a car for a couple of years, all that time he had been passively forming brand associations. And then there was a moment of clarity when he saw the colour he wanted in an ad in the Sun. And they say that it’s women who choose the colour of the car…. Question M3. We’re going to show you a number of different ‘tasks”... For each task we’d like to know what could be helpful for each. Base = 2,000 A18-65.
- Searching for information or ideas that tests assumptions to ensure you are not missing out on anything and won’t regret the decision Primarily looking for reassurance that a front runner is the best choice; however in some instance new ideas are stumbled upon that completely re-draw the parameters of a consideration set Longer Journeys: Especially during later stages when looking for final reassurance around decision Newsbrands are one of the key means through which assumed consideration sets are thrown up in the air because their trusted status gives consumers confidence to re-think consideration sets
- I think this quote really sums up the role of newsbrands in challenging assumptions. Now I know that there will be many other factors that influence the final decision, but newsbrands got the Lexus on to the consideration set. From my memory of working on car brands, it is about 1 in 3 test drives that result in a sale. I know for me I rejected a car because it didn’t have a proper key to start the ignition, and that just felt too strange Question M3. We’re going to show you a number of different ‘tasks”... For each task we’d like to know what could be helpful for each. Base = 2,000 A18-65.
- SHORTER & LONGER: At earlier stages provides reassurance of the need to make a purchase, while at later stages can provide reassurance in a specific purchase decision Newsbrands authority means they act as a ‘rubber stamp’ to turn an assumption into a fact and eradicate any doubt about the appropriateness of making the purchase
- Question M3. We’re going to show you a number of different ‘tasks”... For each task we’d like to know what could be helpful for each. Base = 2,000 A18-65.
- As we have seen, a significant proportion of consumers still did not feel confident of their final choice. Media can help them in the post-buying stage by making them feel they did the right thing, giving them ammunition to defend a decision and assistance to make the most of their choice.
- Question M3. We’re going to show you a number of different ‘tasks”... For each task we’d like to know what could be helpful for each. Base = 2,000 A18-65.
- Newsbrand readers are more likely to share and recommend brands, based on their experience – in newsbrands, people find things for people like them, talked about by people like them, they make assumptions that people like them would approve of their choices – or at least be interested in their views. This helps seed ideas and filter choices for other potential buyers.
- Question M3. We’re going to show you a number of different ‘tasks”... For each task we’d like to know what could be helpful for each. Base = 2,000 A18-65.
- So how can media help people? Media play a key role in guiding people through the purchase journey and giving them confidence