Nielsen inPowered Role of Content in Decision Making

January 18, 2023

The purpose of this research, therefore, is to understand how consumers use different sources of information and how the sources impact them across a variety of product categories at each stage of the purchase process. Results of the in-lab study show that expert content—credible, third-party articles and reviews—is the most effective source of information in impacting consumers along all stages of the purchase process across product categories.