Consumer Decision-Making Models
Use the decision journey to identify where uncertainty changes behaviour.
Cheat sheet
Use the decision journey to identify where uncertainty changes behaviour.
What to check first
Separate need recognition, search, evaluation, purchase and post-purchase reassurance.
How to make the call
Track comprehension, qualified purchases and later cancellations.
AAPOR · Best practices for survey research · further reading for research & consumer behaviour
Indian practice case
Fictional scenario
A Kochi insurance comparison site loses users when plans are compared.
Reveal the step-by-step solution
- Diagnose the problem.
Separate need recognition, search, evaluation, purchase and post-purchase reassurance.
- Work through the evidence.
Observe plan comparisons and identify terms users cannot explain. Test a like-for-like summary.
- Recommend and validate.
Track comprehension, qualified purchases and later cancellations.
More Indian cases
Interview question
How would you use consumer decision-making models to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Observe plan comparisons and identify terms users cannot explain. Test a like-for-like summary. Track comprehension, qualified purchases and later cancellations.