Consumers can now keep checking a purchase long after they have found an option they like. New MyIQ research suggests that the research process often continues even after the practical decision has largely been made.
Shopping increasingly takes place in an environment where additional information is always close at hand. Reviews, comparison tools and recommendation feeds allow consumers to revisit a purchase at almost any stage, including after they have formed a clear preference. The ease of continuing the search has made the point at which research should end less obvious.
A new MyIQ survey of 13,472 adults across the United States, United Kingdom, Canada, Australia, Latin America and the European Union, fielded in early August 2026, found that 51% say researching products can feel more satisfying than actually deciding what to buy.
The behavior often continues after consumers believe they know what they want. 56% say they keep researching even after deciding which product they prefer. 67% say they regularly spend time researching products they ultimately decide not to buy.
The amount of checking involved can also be considerable. 62% of respondents consult three or more sources before buying a product they were already interested in. At the same time, 44% say they have abandoned a purchase after encountering too many alternatives or conflicting opinions.
The findings show how additional information can extend a decision that initially appeared straightforward. A new review may confirm a consumer’s preference, while another source can introduce a concern that had not previously influenced the choice. Research can therefore continue without materially changing which product the shopper prefers.
That dynamic becomes more relevant when consumers are exposed to a higher volume of promotions and competing offers. A shopper who enters the process with strong purchase intent may still spend more time comparing options if new information remains readily available. In some cases, the search continues until the original purchase is delayed or abandoned.
Sarah Meyer, Managing Director of MyIQ, said the results highlight how difficult it can be to identify the point at which further research stops improving a decision.
“People have become exceptionally good at finding information, but that does not necessarily mean they have become better at knowing when they have enough. The modern consumer can keep checking almost indefinitely.”
One respondent described spending an hour researching a $30 purchase, reading reviews and comparing several versions before sometimes deciding to buy nothing.
The survey suggests that continued research can have value for consumers even when it produces little change in the final choice. For some, checking another source appears to provide reassurance that an obvious drawback or better alternative has not been missed. That can keep a purchase under consideration for longer than the practical demands of the decision would require.
The result is a less predictable path from initial interest to checkout. A consumer may have identified the product they prefer and still remain active in the research process, leaving more room for hesitation before the purchase is completed.
About MyIQ:
MyIQ was launched in 2024 and is used by over a million individuals worldwide. It is a digital self-knowledge platform that offers more than an IQ score, with over 9 million completed tests across the various test categories: cognitive, personality, and relationships, all with personalised, actionable insights. The platform offers over 25 brain games, more than 150 intelligence puzzles, over 20 hours of expert video content, and 300+ available lessons on emotional intelligence, problem-solving, innovation, confidence-building, and decision-making. Through its IQ test, full-spectrum personality assessment, and relationship insight quiz, MyIQ delivers structured, personalized feedback that helps individuals better understand their inner world and behaviour.
MyIQ was launched in 2024 and is used by over a million individuals worldwide. It is a digital self-knowledge platform that offers more than an IQ score, with over 9 million completed tests across the various test categories: cognitive, personality, and relationships, all with personalised, actionable insights. The platform offers over 25 brain games, more than 150 intelligence puzzles, over 20 hours of expert video content, and 300+ available lessons on emotional intelligence, problem-solving, innovation, confidence-building, and decision-making. Through its IQ test, full-spectrum personality assessment, and relationship insight quiz, MyIQ delivers structured, personalized feedback that helps individuals better understand their inner world and behaviour.