Research & Business Intelligence

The ultimate goal of marketing? To influence more customers to choose a brand. It’s why some argue that business growth depends on securing the attention of as many people as possible. But the ability to influence consumer decisions is not wholly down to effective reach and attention; it's dependent on how receptive an audience is to marketing communication. And that receptivity varies widely among the population.

Do you ever order a Coke without checking the drinks menu? Head straight to the Dove section of the store? Start a new car search by browsing Ford’s models first? You’re not alone.

AI is already reshaping the ways in which consumers discover products, make purchase decisions, and interact with brands, making a wide variety of new capabilities available to advertisers.

The report interviewed 10,000 people across Britain in a nationwide quantitative study as well as extensive qualitative research to explore how location ties into our sense of identity, feelings and behaviours, gaining a true insight into today’s Britain.

Drawing on 1.2 million purchase journeys, ‘How Humans Decide’ uncovers the forces that shape consumer decisions and how brands can harness them. Developed with Oxford’s Saïd Business School, the study offers essential guidance for modern marketing.

In partnership with amp, we explore how consumers respond to AI‑generated versus human‑voiced advertising, revealing where trust and engagement shift in an increasingly synthetic audio landscape. The findings offer brands a clear roadmap to harness AI‑driven audio with confidence while preserving authenticity and connection.

20 predictions on what's hype, what's real and what's next.