The path to purchase is complex. In this episode, we unpacked what the Messy Middle means and how you can stand out even if you’re a market challenger. We will walk you through Google’s Decoding Decisions consumer research and how they used the six cognitive biases to win in the messy middle.

Links in this episode:

• https://www.thinkwithgoogle.com/intl/en-gb/consumer-insights/consumer-journey/navigating-purchase-behavior-and-decision-making/
• https://www.thinkwithgoogle.com/_qs/documents/9998/Decoding_Decisions_The_Messy_Middle_of_Purchase_Behavior.pdf

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