10. CONSUMER. NOT JUST THE FIRST
STEP
A recent article in HBR
on influencing
purchase decisions
talks about the varying
degrees of influence
different moments
have on a purchase
decision.
In particular, the surprising insight that people
often research a product online after
they’ve bought it.
13. HUMAN BEHAVIOUR
Budget shopper spends Remove the need to estimate
less than they intend.
Non-budget shoppers
spend more than tolerable.
Both unsatisfied.
14. SHOPPER. UNDERSTAND WHAT
DECISIONS ARE MADE WHERE
Supermarket shopping
+ Emotions victory
choice/possibility satisfaction desire freedom
going out enjoy chat
what’s new/good self esteem lifted
enter shop, new product bag
travel to shop exist shop
find list checkout pay
irritation/it’s expensive
confusion anxiety/overspent
duty/losing time surprise at cost
loss of control boredom
boredom/cost anxiety
- Emotions