In this episode we discuss:
  • The evolution of consumer buyer journey frameworks
  • Initial consideration vs active evaluation
  • The latest research into active evaluation
  • What exactly is the ‘messy middle’
  • Exploration and evaluation loops
  • The power of purchasing triggers
  • Is purchase abandonment a bigger issue than cart abandonment?
  • Behavioural biases raise their head again

Resources Mentioned

Decoding Decisions: The Messy Middle of Purchase Behaviour 

MickInsey & Company – The Consumer Journey –

Think with Google – Decoding how consumers make purchase decisions –

Rory Sutherland – Alchemy: The surprising power of ideas that don’t make sense –

22 Immutable Laws of Branding – Trout & Reis –


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