Find what makes people buy, and what stops them.
Freddy, Decode's purchase decision agent, ranks the drivers and barriers behind the choice, with purchase intent and decision criteria by segment.
What makes shoppers choose a snack, and what stops purchase?
Taste already wins the choice, but 38% can't find it. Widen availability where busy snackers shop first: their intent is highest, at 64%.
Linked to the evidenceTrusted by 150+ brands, including
- Danone
- LEGO
- ICICI Bank
- The Walt Disney Company
- Airtel
- GCash
- Mondelēz International
- Cipla
- Grab
- Disney+ Hotstar
- Aditya Birla Group
- Haleon
- BPI
- Kellogg's
- IDFC First Bank
- Apollo Tyres
- Duroflex
One question, followed end to end.
Scroll to follow the study from your question to the findings, or choose a step.
FreddyPurchase decisionsReal participants. With consent.Taste drives choice. Access blocks it.
Taste wins the choice, but many shoppers who would buy simply can't find it.
Illustrative workflow and sample data · scroll to explore, or choose a step
Watch Freddy work. Real people, real signals.
Finds what drives or stops consumers from choosing and buying a product.
Sample funnel: where shoppers drop, and why.
Three answers, each with its evidence.
What Freddy tells you, and the evidence behind each answer.
What drives choice
The reasons people pick your product, ranked by how much each one moves the decision.
What blocks purchase
The barriers that stop people buying, from price to availability.
How it differs by segment
Decision criteria and purchase intent for each group of buyers.
The right method. A clearer next step.
- The method
- Purchase decisionsShared in the study draft for your review, run with real participants.
- Who takes part
- Your own panel or participant pool, or the Audience Marketplace.
- What Freddy needs
- The purchase decision you are studying and the options shoppers compare.
- Drivers and barriers, ranked
- Purchase intent
- Decision criteria by segment
From your question to an answer you can act on.
Scroll to follow the study, or pick a step
Why do shoppers choose a competitor's snack bar?
Freddy picked it up · Purchase decisionsFreddyPurchase decisionsPurchase decisions
Shared in the study draft for your review, run with real participants.
See what you get back.
A sample output from Freddy. Every finding links to its evidence, and you can ask a follow-up.
FreddyPurchase decisionsTaste drives choice. Access blocks it.
Taste wins the choice, but many shoppers who would buy simply can't find it.
Distribution is the main lever. Taste already wins the choice, but 38% can't find it. Widen availability where busy snackers shop first: their intent is highest, at 64%.
Decision criteria by segment
| Segment | Top driver | Top barrier | Intent |
|---|---|---|---|
| Busy snackers | Filling | Hard to find | 64% |
| Health seekers | Low sugar | Too sugary | 48% |
| Bargain hunters | Price | Pack size | 41% |
What drives choice
What stops purchase
A specialist. With a team behind them.
Combine agents in one study by asking a lead agent.
AdaBrand perception
Shows how consumers see your brand, product or competitors, and the emotions behind those views.
Meet Ada
RenoConsumer segmentation
Groups consumers by their needs, behaviors, attitudes and preferences into segments you can act on.
Meet Reno
ColeConcept validation
Compares early product and feature concepts to show what users understand, value and prefer.
Meet ColeFrequently asked questions
What teams ask about purchase decisions.
The purchase decision you are studying and the options shoppers compare. Freddy drafts the study from there.
Find out why people choose a competitor. Let Freddy rank the reasons.
Ask Freddy and get a driver study back, from real respondents.