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Research on new online search and purchasing patterns

Design your digital experiences for the AI ​​environment based on the real behavior of your buyers

LLM models have had a strong psychological impact and have changed the way people relate to the online channel and make purchasing decisions.

Expectations regarding contextualization have changed. People expect information to be understandable without extra effort. They don’t want to decipher it.
Expectations regarding relationships have changed. Before, authority was distributed; now, it is concentrated in one voice.
Expectations for invisible personalization have changed. Customers now expect the channel to understand their needs without them explicitly stating them, which has raised the threshold for tolerating friction. What was once “acceptable” is now “unacceptable.”
All these changes are experienced as an emotional contradiction between the comfort of quick and structured answers, in one place and in an understandable format, and the distrust they don’t want to feel since deep down they know that LLMs are not infallible even though they have invested emotionally in believing that they are reliable.
In short, an environment where searching is experienced as a faster but more uncertain process is generating users who expect more, accept less friction, expect more depth in less time, seek validation rather than discovery, and want to know that they are not missing out on anything important.

Understand and capitalize in depth on the impact that the change in behavior of people who buy and get information in the online channel has on your sector and your business.

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How can we help you?

Designing and executing research projects based on the relationship of buyers in this new paradigm through studies with different approaches:

01

Diagnosis and role of the brand and other key variables in the new paradigm of search and purchase

02

Understanding user prompt generation processes.

03

Definition, tracking and monitoring of results for different user search prompts

04

Detection of key search and purchase drivers

05

Behavior of different customer segments in search and purchase processes

06

Customers generating concrete initiatives to improve the shopping experience

Key benefits

Cost reduction

Reduce production time and costs for image, copy, web, social, emailing, and branding.

Go to market Express

It allows you to generate real-time materials for communication, sales, customer experience, HR, trade marketing…

Coherence

It maintains brand consistency across all channels, formats, and markets where you want to develop your brand.

Automation

Activate content generation and update workflows without manual intervention, integrated into your usual processes and tools.

Total control

Activate content generation and update workflows without manual intervention, integrated into your usual processes and tools.

Machine learning

Activate content generation and update workflows without manual intervention, integrated into your usual processes and tools.

A safe environment,
OmniAI

Our privacy solution

We work with the Omnicom Group's internal AI environment (Omni AI). It's connected to our tools, operates in a private environment, and we know what data goes in and what doesn't.
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How does it work?

01

Business need identification

We identify the specific business need that the research must cover, as well as the internal levers that can activate that need.

02

Research design

We designed the methodology and sample in such a way that the information objectives allow us to provide actionable information to the business.

03

Customer conversation and observation

In a very intentional way, and based on semi-structured guidelines, we cover the information objectives at the moments of contact with customers.

04

Insights and action plan

Traducimos la información a ideas claras, concretas y accionables para adaptar la experiencia digital a los nuevos patrones de búsqueda y compra online.

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