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How people buy

Newsworks announced the results of How people buy, conducted by Flamingo and Tapestry along with behavioural economics expert Dr Nick Southgate, at The Club at The Ivy on Tuesday 17 November 2015.

Setting out to explore the consumer decision journey, with a focus on the roles of different media channels along the path to purchase, the research found that the consumer journey is about reducing worry and that seeing a brand or product in their newsbrand gives people more confidence that it is right for them.

The results of the study resulted in the development of an interactive planning tool to help planners choose the right channels to move people along the purchase journey and ultimately drive sales.

Find out more about the research and try out the planning tool.


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