It’s 2026, and it seems that we’ve been talking about personalization in marketing for, well, a long time. So, why is it still difficult to execute well?

Most marketers have the “who” nailed down, which means they understand the demographics, location, income, and other unique attributes. But, they don’t necessarily understand how a customer makes decisions.

That distinction matters. Two consumers with similar profiles can respond very differently to the same message, offer, or channel. One might want proof and the other may need comparisons. One may want reassurance from trusted sources, or, be motivated entirely by price or convenience.

This missing layer is called decision-making styles. It’s what helps marketers answer three important questions:

• What should we say?
• Where should we say it?
• How can we make the purchase feel easier?

Within an audience segment, consumers will follow different psychological paths toward a purchase. Consideration of these paths should influence the marketing message, creative, channel, timing—and more.

Common Decision-Making Styles, and How They Impact Marketing

Consumers now expect relevance with every interaction. When marketers fail to align message and channel to a customer’s preferences, even the most clever campaigns can fall flat.

Decision-making styles help bridge the gaps by identifying how customers have different needs across:

• Motivation. Do they respond to logic? Emotion? Urgency?
• Information. Do they like more details or simplicity?
• Channels. Where and how do they like to receive information at different points in the journey?
• Processes. What will they perceive as too much friction?

By considering these factors, marketers can use decision-making styles to further personalize their strategy. To help illustrate this, following are several common decision-making styles and how they translate to marketing.

Savvy Researchers

Savvy researchers are comparison-driven and information-hungry. They are the “prove it to me crowd.” They read reviews, analyze alternatives, and want confidence they’re making the best possible choice.

What resonates: Instead of vague brand claims, offer clear differentiation, side-by-side comparisons, and messages that reduce the need for further research.

Brand Loyalists

Brand loyalists are willing to pay more for familiarity and reputation. They trust what they know. Risk reduction is often a greater priority than price.

What resonates: This particular audience doesn’t need novelty. They value brand heritage, consistency, testimonials, and connections to brands they already trust.

Deal Seekers

For deal seekers, value is explicit and immediate. They want to know the price. Discounts, promotions, and savings drive action.

What resonates: Messages that lead with pricing and create urgency often work well, particularly when the purchase process is made easy.

Quality-Focused Buyers

These consumers are willing to pay more, but only if quality is evident and justified. They want to know if it’s “worth it.”

What resonates: Tell a story about how your product is made, or the expertise behind your services. This can be more persuasive than a list of features and benefits.

Trendsetters

Trendsetters like to be first and look for signals that something is “in.” They want to know what’s next and who’s buying it.

What resonates: Show signs of momentum and offer social proof. The use of influencers is often impactful with this audience.

The Message Alone Isn’t Enough

Understanding decision-making styles will help you nail a message that lands, but it needs to align with where a customer wants to hear from you and how they prefer to transact. Even very tailored creative can underperform when it shows up in the wrong channel or drives customers toward a transaction environment they do not prefer.

But, if you line up the right message, in the right place, and how they like to buy—you’ve struck gold.

Channel performance is very audience dependent. So, don’t begin your channel strategy with budget allocation, but instead with audience preference. A digitally-fluent audience may respond to mobile display, while a different segment may demonstrate higher receptivity to direct mail.

Engagement and purchase do not always happen in the same place, so it’s important to understand where customers prefer to transact. The relationship between the campaign destination and purchase preference can significantly affect whether they purchase at all, so it’s important to think about where you send your customers. Predictive insights can map the likely touch points of your customer’s journey and translate buying preferences into an action-oriented execution strategy.

Design for How Customers Decide

Marketers need more dynamic behavioral insights. When you know how a customer prefers to receive information and what builds their confidence, you can engineer an experience that feels uniquely relevant.

This gives marketers a more integrated way to think about their campaigns. Instead of looking at the performance of channels in isolation, consider if the message reflected what motivates the customer, if it appeared in a channel they engage with, and whether it directed them toward a purchase that felt natural. When those elements reinforce one another, the gains compound over time.

Do you need help understanding how your customers decide? Reach out to the data scientists at B2E for help designing every touchpoint with intention.