Forget the Funnel: Understanding the Messy Middle of Customer Decisions
The consumer journey isn’t linear — it’s a loop.
For years, we’ve relied on models like AIDA or step-by-step flows (problem recognition > information search > evaluation of alternatives > purchase > post-purchase), but today’s reality is more nuanced.
Google’s Decoding Decisions report set out to understand how consumers behave on ‘Internet Street’ — the world’s biggest, always-open shopping district. But what they accidentally built was a new marketing model for consumer decision-making.
It explores what they’ve coined The Messy Middle; the complex loop between a purchase trigger and the final decision, where consumers bounce between exploration and evaluation, often repeatedly.
And, honestly? It reflects what I’ve long shared with clients: real people don’t shop in funnels. We are complex, multifaceted, and non-linear.
We loop.
We rely on cognitive shortcuts to navigate an abundance of choices.
We’re influenced by behavioural biases like social proof, scarcity, and the power of “free”.
And we don’t make decisions based solely on logic; emotion, familiarity, and exposure matter deeply.
What does this mean for marketers and brand owners?
Start inhabiting the messy middle: show up with value during both exploration and evaluation.
Acknowledge emotion: the size and importance of a purchase don’t always dictate rationality — just ask anyone who’s bought a home.
Stop assuming neat journeys: your audience won’t move cleanly from awareness to conversion.
Rethink your research. It’s not just where they clicked, but why. Bias (conscious or unconscious) is always present.
Don’t ditch brand for sales: just showing up still matters. Visibility builds trust and preference.
Leverage social proof. Reviews and comments remain powerful drivers of confidence, emotion, and rational decision-making.
The brands winning today are those that understand how people think, not just what they do.
Let’s stop forcing consumers into neat funnels and meet them in the messy middle.
If this resonates, I’d love to hear how you’re adapting your strategies. 👇