Abstract:

Marketers have always asked researchers for a model that represents consumer decision-making in an easy-to-work-with format. Naturally, researchers have tried to simplify the real life context to an often-linear step-by-step process, from need via choices and preferences towards purchase. ?As the modern consumer world becomes more fragmented, influencing touch points increase while consumers appear to act more flexible, and this is where Happy Thinking People takes up the challenge. A well-synchronized hybrid mix of ethnographic, gaming and qualitative online approaches captured the complexity of today's decision-making endeavour. The result is a matrix of surprising insights and a model that will improve consumer understanding, and make every retailer re-think their consumer touch points.