This Commission Report looks at the decision-making processes of consumers in the market for retail investment services (RIS). The purpose of this Report twofold: to obtain evidence regarding both the individual behavioural traits and the external factors most influencing consumers decision-making in RIS; and to explore the effectiveness of different policy remedies in helping consumers make better decisions. The report outlines the findings of an online survey of 6,000 consumers in eight EU Member States concerning the process of researching and choosing a retail investment product. One of the findings was that considerable emphasis is placed on the processes of persuasion, the importance of personal interaction, and the role of trust.