Decoding Decisions - Making Sense of the 'Messy Middle'

In between the purchase trigger and the purchase itself, today's consumer is presented with a huge amount of information and choice across a complex web of touchpoints. We call that space the 'messy middle'. Through the application of behavioural science we propose an updated model of purchase decision making that codifies behaviour in this space. We then demonstrate how brand preferences can be either shifted, or disrupted entirely in the 'messy middle' in a simulated purchase environment.