How people buy

1. 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:

23. Confidence and worry

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

67. Newsworks.org.uk/planningtool