Insights Chats is a series of live events that bring people from the insights industry together. On January 23rd, 2025, in Waterloo, London, we hosted Emily Allen from Google.
We explored how people make buying decisions and the various factors that influence them, from price and time constraints to confidence and brand perception.
We looked into the concept of the "messy middle," the complex, non-linear process consumers go through between the initial trigger and the final purchase decision, and discussed how brands can create memorable experiences to guide or even bypass this phase.
Watch the full episode here. 👇🏻