Page 25 - Decoding Decisions ~ Making sense of the messy middle

25 CHAPTER 2 IDENTIFYING THE MESSY MIDDLE

Model FAQs

Q: What exactly is the purpose of the model?
A: It labels the specific cognitive inputs and mental modes that consumers
engage when processing vast amounts of information and managing choice.

It also illustrates the relationship between those inputs and modes. In short, it
helps to make sense of what’s going on in the messy middle.

Q: How is this model new?
A: Given that it brings together various elements of previous models and

theories, it isn’t entirely new. But it does effectively illustrate the non-linear reality of
decision-making – such as the constant backdrop of exposure and the infinitely
looping relationship between explore and evaluate.

Q: Do the older models still have value?
A: Not all models are built with the same purpose in mind. We wanted to focus

specifically on delineating consumer behaviour, while other models give greater
focus to branding, loyalty, and the role of habit and impulse.

Q: Is the funnel dead?
A: Our model is designed to reflect the complex way that people make decisions.
As such, it is tightly focused on the consumer, rather than on marketing or sales

processes. As a tool for formulating marketing objectives, the funnel is still very much
alive. In fact, at 120 years old and counting, the funnel is quite possibly immortal.

The messy middle identified

In this chapter, we’ve gone from a vague hunch to an updated model of
consumer decision-making, via some intriguing hints from Google Trends
and a long reading list of behavioural science. In the next, we’re going to
find out what else search data can tell us about the evolution of behaviour
on the internet.