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How people buy

Consumer journey planning tool

We know that the purchase decision journey is a complex one, as consumers have more and more ways of finding out about and choosing brands and products. We have created a tool to help media planners navigate this complexity when planning media campaigns.

With it you will be able to determine:

which channels are best at influencing different types of purchase
which channels have the greatest influence at the different stages of the purchase journey
how different media channels help consumers decide which brand/product to buy

SHORT Everyday purchase such as grocery retail

SHORT NORMAL Where people already buy the product or visit the shop, and the goal is to maintain current penetration levels and encourage greater frequency

SHORT NEW 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

LONG A longer term purchase, where the purchase cycle is measured in years, likely to be 5+ e.g. car

Journey Type

What type of consumer journey are you planning?

ShortEveryday purchases
e.g. groceries

MediumOnce a year
e.g. mobile phone

LongEvery few years
e.g. car

Select option below

Short normal(e.g. repeat groceries) Short new(e.g. new groceries)

How do you want to plan your journey?

Please select one of the following options for planning your campaign

Stage in journeye.g. filter, experience, buy

Select

Roles of mediae.g. inform, isolate, shortcut

Select

Media channele.g. newspapers, radio, TV

Select

1. BEING Everyday life, before they even began thinking about buying the brand

2. BUILD UP Beginning to think about buying a brand/product and how to do it

3. EXPAND Getting a sense of the different options and seeing what’s out there

4. FILTER Choosing the exact brand/product they wanted

5. TEST Try out the brand/product in person to make the final decision

6. BUY Finding and buying the brand/product they had chosen

7. EXPERIENCE Experiencing the brand/product after purchase

Please select journey stage

There are a number of stages that people go through before purchasing a product, and different channels will be important at each stage of the journey.

SHORTCUT Helping make an instant decision

AWARE What’s out there and what’s 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 Comment and advocacy

Please select role

Media channels play a number of different roles before, during and after consumer decision journeys. These roles will vary in importance along the journey.

Please select channel

Paid, owned and earned channels and touchpoints help people to move through the stages of the decision journey. These channels, both individually and in combination with each other, play important roles in helping people choose what to buy.

Channel outputs

Filter by demographic

Please use the red tool bar at the top of the page to modify your selections

Download results (csv/xls)

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Get in touch

Newsworks
3rd Floor
3 Marshalsea Road
London
SE1 1EP

Phone:
0203 949 7470

Email:
info@newsworks.org.uk

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How people buy