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
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
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
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
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
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
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
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
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