A point of view on the impulsively planned purchases authored by Ramesh Redekar, service line leader – brand health tracking at Ipsos in UAE, and Mahmoud Shammout, head of research, and insights at TikTok METAP
We live in an age of instant gratification, always seeking products and experiences that grant us immediate satisfaction and fulfil an emotional need. Like the perfect pair of shoes for tomorrow’s dinner, that ‘must-have’ gadget for home, or the hair mask you didn’t even know you needed.
Also, it’s not just wanting something. It’s wanting it now. Shoppers are not just in a constant state of discovery, they’re also seeking the fastest modes of delivery; trying to diminish the wind
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