Understanding consumers' motivations and decision making styles

To develop your dialogue with consumers you need to know how consumers make decisions.

Without understanding an individual’s motivations, the message and style of communication could counteract the medium and the advantage gained in the choice of media may be lost.

For this reason Experian’s leading team of consumer forecasters from the Future Foundation has undertaken a new piece of research designed to understand the different ways in which consumers make decisions.

This research has identified six decision making styles that sit within the TrueTouch solution and augment our understanding of consumers’ use of media.