The model, which can be considered a summary of the well-known Google Consumer Insights, aims to answer one of the “sacred” questions of marketing: “How do consumers decide to buy what they buy, and from whom do they want to buy it?” Answering this question can allow us to obtain the maximum return on investments in branding policies and help us protect the brand from fierce and numerous incumbent competitors, as the behavior of consumers also follows these patterns.
Messy Middle: A Consumer Insight Project
The research project underlying the model lasted two years. It involved hundreds of thousands of purchasing processes for goods of different natures, hundreds of hours of active observation of purchasing processes in real-time, and a model of “Google consumer behavior,” which is an endeavor to make sense of the computerized client venture and its suggestions for organizations and advertisers. There are some starting elements that the Mountain View company takes into consideration as fundamental in this analysis:
- Once our choices were limited by availability and proximity, this fact pushed the user towards the brands as security vectors and indicators of “a correct decision.”
- Now that the situation has radically changed, we have an essentially infinite choice in terms of breadth, and distance is no longer a problem, but this represents an element of decision-making complexity.
- Our cognitive biases, encoded in centuries of pre-digital development, are now overloaded with many options and opportunities and are still relevant consumer choice factors.
Definition Of “Messy Middle”
The Messy Middle is a “space” in which information is abundant, and choice is practically unlimited; this “space” is mapped by the consumer according to a pattern consisting of two ceaselessly substituting states, the condition of investigation, and that of assessment. At the user level, during the exploration and evaluation phases, the underlying classical cognitive processes and the related biases used by our brain make choice processes faster and more efficient, even more so when abundance and breadth make them long and complex, i.e., in the digital world.
Purchasing Decision-Making Processes And Consumer Behavior In The Messy Middle
Exhibition: A Continuum In Which The Consumer Is Immersed
As we all know, the relationship between consumers and brands occurs through many interactions conveyed by digital and non-digital tools, living and evolving in an “experiential continuum.” In the digital marketing model proposed by Google, this enlarged interaction space is called exposure.
The exposure, in English, is not a phase but a continuous universe in which the consumer is immersed, a constantly active universe, in communication on many overlapping channels, some of which escape a complete mapping (events, WoM, etc.). The observation of hundreds of hours of purchasing processes has brought to light an elementary fact, partially contradicted by some specialist readings on the customer journey: the consumer does not follow a typical purchasing process, not even within the same product category or service, and does not follow a linear purchasing process.
Trigger: The Initial Trigger Point
The consumer moves from an initial point, a point that simply identifies the activation of the process called a trigger, to the final point, where he completes the actual purchase, crossing many different contact points, including:
- search engine
- review sites
- Sites that share videos
- Could you bring them?
- social media
- price comparators
- interest groups
- sites that issue coupons (discounts)
- brand sites
The consumer, bouncing between these sources, acquires information, makes comparisons, checks, and continues to explore, amplifies, diversifies, and then again reduces the choices, selects, and so on in an iterative path that ends only when he decides to conclude the purchase.
Exploration And Evaluation: The Iterative Consumer Behavior That Makes Up The Messy Middle
The behavior of the observed consumer essentially consists of two fundamental guidelines, which make up the loop of the Messy Middle, as the figure above indicates:
- exploration: aimed at broadening the choice, understanding the alternatives, categorizing the properties of the desired product or service, and establishing a set of evaluation parameters;
- Evaluation: aimed at reducing the alternatives, excluding elements that do not reflect the above mentioned parameters.
Consistent with some scientific theories, in particular with the one defined as information wasting, it has been observed that the user tends to acquire all the information at the point where he finds it if it is deemed valid. At the same time, he immediately changes the information source if this utility does not exist. This fact may support some observations:
- It is essential to provide the user with complete information to avoid the temptation to escape towards information sources of better quality or competitors for the same or similar product.
- Understanding the difference between providing information at the category level and the individual product or reference level is essential.
- As already known, the alignment between e-commerce SEO indexing and the content of the published texts and related images is fundamental.
The loop between states of exploration and evaluation graphically represents what, as mentioned, is a non-typable, uncategorizable, non-linear journey during which the consumer, often having fun or in any case with a possible effect of satisfaction, navigates non-stop up to when he decides to complete the purchase. The duration of this trip varies.
- Complexity equals length: where the object of purchase is more complex, the consumer tends to generate a more significant number of alternatives before deciding, and therefore the journey tends to lengthen.
- Impulse purchases equal shortcuts; impulse or repetitive purchases, on the other hand, significantly shorten the path.
The Purchasing Experience: An Opportunity To Be Exploited By Companies
To supplement what has been featured, it ought to be accentuated that when the buyer finishes his buy, he makes an encounter, both regarding the computerized cycle and concerning enthusiasm for the item or administration. A stage lies outside the model, which, be that as it may, is essential to help the reiteration of the buy, which, as featured above, lessens the shopper’s propensity to reemerge the circle of the Muddled Center or, on the other hand, in which one can risk getting non-positive decisions, even open ones (assuming the experience gave is negative).