INK RESEARCH

At Ink we understand the complexities of consumer decision making and behaviour and the way we go about our research reflects this: we believe in challenging the way research is done, re-evaluating research in the light of emerging knowledge about decision making processes... Our client, a large food producer, wanted to re-invest in a category where innovation had been lacking across the market, but had little consumer-focused evidence to base their investment decisions on... We all take short cuts every time we shop, saving ourselves the mental effort of making hundreds of unnecessary decisions - we quickly single out and choose our usual brand, our usual product, from the vast array of alternatives available to us. Indeed, Ink's work on decision paths suggests that around half of all of our UK grocer decisions are made long before we get to the shelf.

Also known as: INK RESEARCH LIMITED