Discover how consumers in

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Discover how consumers in Italy complete their purchasing process. A Google search explains the messy middle and how to emerge victorious.

Stuck in limbo
In the research “ Decoding Decisions ”, Big G studies the decision-making model of a modern consumer, stuck in the “ messy middle ”. With this term, the American search engine identifies the user's path from when the need arises to when the purchase transaction is completed.

The name was not chosen by chance. These stages usa email lead halfway through the purchasing journey are confusing and chaotic, as identified by the English term messy . This makes the user's process more complicated and difficult to complete.

Go up or go down?
To overcome this situation of uncertainty, the user makes more or less considered choices.

The decision to purchase a product is made only after the user has gathered information, analyzed the various options and evaluated each of them individually in order to obtain the greatest benefit from the transaction.

The analysis phase is then followed by an evaluation phase, which can bring the process back to the starting point, thus making it necessary to collect further information.