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Decoding how consumers make purchase decisions

There’s a lot that influences consumers between their first moment of awareness and the final purchase. We call that in-between stage “The Messy Middle” and have partnered with The Behavioural Architects, a global consultancy firm, to better understand it. In this four-part video series, Rachael Powell, Head of Consumer Market Research at Google Australia and New Zealand; Kristin Sutter, Head of Strategy and Insights at Google Australia and New Zealand; and Dan Monheit, Cofounder and Strategy Director at Hardhat, unpack our two-year-long study of 250,000 online shopping journeys and draw on decades of behavioural science to share how marketers can show up when it matters most — especially during times of uncertainty.