What we do
Purchase Decision Hierarchy
What priorities inform your consumers’ decisions to buy?
Contemporary shoppers must navigate ever-more complex retail environments in which every purchase choice requires the balancing of different needs, while also considering decision factors such as pricing, brand, features and benefits, views on ethical issues, sustainability, and much more.
At Mindlab, we can untangle people’s feelings about these factors in order to help you understand what really matters to your consumers – what specific factors influence them to purchase one product over another.
How we approach purchase decision hierarchies
Understanding how shoppers perceive, and prioritise, competing purchase decision factors is critically important for determining category strategy.
Mindlab’s Purchase Decision Hierarchy Review (PDH Review) is an implicit preference-based methodology developed specifically to investigate and understand the ways in which shoppers intuitively prioritise purchase decision factors and the trade-offs they must make. The results of this analysis are then presented and interpreted in a clearly visualised and actionable form.
The insights from our PDH Review allow us to understand how shoppers, in any category and channel combination, resolve the relative importance of many different decision factors (typically about 50 but we can handle many more). We can demonstrate not only which factors might be non-negotiable, but also to what degree other factors might be sensitive to influence, a minority passion, emergent or even substitutable.
In this example, factors surrounding the product’s perceived heritage and quality are non-negotiable (i.e. they are considered the most important factors and are the most intuitive).
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