New Realities – Consumer Decision Making in Today’s New Information World
Draftfcb set up the Institute of Decision Making, part of our Global Capabilities group, to
bring greater understanding of how consumers make decisions to our network and our
clients. In pursuit of this goal, we have been working closely with our holding company,
IPG, on the third wave of New Realities – Consumer Decision Making in Today’s New
Information World, a major piece of research involving over 3,000 consumers across five
of the world’s most important economies. The Institute played an important role in
bringing our understanding of cognitive mechanisms and expert views on the data from
acclaimed authors and professors of neuroeconomics and marketing from leading universities.
We will shortly be posting the full white paper on the research and our conclusions.