Understanding the messy middle in the consumer funnel
It is called the messy middle and is “a space of abundant information and unlimited choice that shoppers have learned to manage using a range of cognitive shortcuts.” More precisely, it is that complex stage that lies somewhere between, precisely, the first trigger and the final purchase in the consumer buying process, where people are at risk of being overwhelmed and confused. Today more than ever, identifying the messy middle, integrating this information into the classic funnel, and being able to understand consumers’ paths can make all the difference for brands, because only the best are able to anticipate their customers’ needs in terms of information and guidance, thus delivering an optimal customer experience.
What is the messy middle: Google’s definition
Messy middle is a concept introduced by Google to describe the complex consumer decision-making process in the digital age, corresponding to the space between the stimulus (or trigger) that triggers a consumer’s interest in a product or service and the moment of actual purchase.
In this “confusing medium,” consumers move back and forth between two mental states: ex