from zero to hero: how mobile video can help you win the zero moment of truth
DESCRIPTION
The way consumers shop is changing and marketing strategies needs to keep pace. Today’s shopper journey is multifaceted and consumers have access to more information than ever before – some that brands control and some that they don’t. Consequently, many factors now go into the consumer decision-making process. They invest time and energy in researching options before they make a purchase, debating product benefits and value, and looking for recommendations on those options. Understanding consumers at each stage of the shopper journey is critical to understanding consumers as a whole. Asynchronous mobile video allows you to capture consumers throughout their shopper journey, developing a 360 degree view of who consumers are and what drives their purchasing decisions – externally and internally. Brands can’t control what happens between stimulus and point of purchase, but understanding what happens at the Zero Moment of Truth and how those events affect purchasing decisions can help ensure brands are present in their minds and that they’re sending out the most effective message. See how!1.) Learn how Hewlett-Packard partnered with Qualvu to follow the impact of every touch point in the PC and printer shopping journey via event-driven video feedback 2.) See how Hewlett-Packard liberated its shopper insights research by allowing the consumer to decide how, where, and when to share insights based on their natural and regular shopping habits3.) Discover how engaging consumers in-the-moment will change the way you connect with them4.) Learn how you can take advantage of innovative mobile video technologies to interact with your consumers on their own terms, when and where they feel comfortable sharing5.) Online mobile video gives researchers an exclusive look into the consumer conscious that cannot be tapped using traditional research methodologiesTRANSCRIPT
How to Leverage Mobile Video to Gain a 360-view of the Shopper Journey
Sterling JacksonResearch Manager, Americas Shopper Insights
John WilliamsonCEO & Founder
Presented by:
Business Impact: It’s Why Do We Do What We Do…
With the onset of the digital information age,came the evolution of the shopper journey
Shopper Journey (1990) Shopper Journey (2012)
Explosion Of Media & Information
More information ironically increases consumers’ power to ignore…
Explosion Of Product Choice Too many choices cause overload stress and uncertainty
A Shopping Reality: TOO MANY Choices!
Mobile
Mobile Tablet
Tablet
Store
Web
SHOP
PURCHASE TRIGGERS
Store
Store
Web
Web
Product Accessories
Mobile
Mobile
CHOOSE
Product
BUY
SHOPPERPROFILES
REFLECT
FMOTFirst Moment of Truth
“Will I decide to buy you?”
ZMOT“What made me aware of you?”
“How do I get educated about you?
SMOTSecond Moment of Truth
“Was I satisfied enough to buy you again?”
EDUCATESETUP &INSTALL
REGISTER
USE SHARE
POST-PURCHASESUPPORT
DISPOSALIDENTIFY NEED
AWARENESSRESEARCH
PURCHASEDECISION
BUY
Consumers & Small Business
Region Focus with Account-Specific Expertise
Who?
What?
Where?
Category 1 Category 2 Category 3
Americas
Europe Asia
Account-specific Execution Insights
Hindsight
Insight
Foresight
QualitativeFocus groupsShopalongsShopper LabEye-trackingVirtual Store researchDiaries1:1/Dyads/TriadsIn-store Observations
QuantitativeControlled In-Market TestingVirtual Store ResearchOmnibus Communispace PanelsConcept TestsMarket Basket AnalysisSecondary research
WHAT WE DO…Path to Purchase Insights for Strategy & PlanningTouchpoint Best PracticesConsultants for retailers on shopper insightsShopper ProfilingDigital/Social/Mobile InsightsPackaging InsightsCategory Management InsightsInsights for Sales & Marketing InnovationsPre-launch POS TestingPost-launch Merchandising Evaluations
HOW WE DO IT…
Retail & Online Shopper Insights with Category Focus
Category 4
Scope: Shopper Insights Function
Consumer/SMB
Region Focus with Account-Specific Expertise
Who?
What?
Where?
Category 1 Category 2 Category 3
Americas
EMEA APJ
Account-specific Execution Insights
Hindsight
Insight
Foresight
QualitativeFocus groupsShopalongsShopper LabEye-trackingVirtual Store researchDiaries1:1/Dyads/TriadsIn-store Observations
QuantitativeControlled In-Market TestingVirtual Store ResearchOmnibus Communispace PanelsConcept TestsMarket Basket AnalysisSecondary research
WHAT WE DO…Path to Purchase Insights for Strategy & PlanningTouchpoint Best PracticesConsultants for retailers on shopper insightsShopper ProfilingDigital/Social/Mobile InsightsPackaging InsightsCategory Management InsightsInsights for Sales & Marketing InnovationsPre-launch POS TestingPost-launch Merchandising Evaluations
HOW WE DO IT…
Retail & Online Shopper Insights with Category Focus
Category 4
MOBILE RESEARCH GETS REAL:A 360 Degree View Of The Shopper Journey
Awareness
Consideration
Purchasing
Initial Experience
Re-Purchase or Churn
Recommend or Criticize
Mobile Qualitative Research: Context through Entire Lifecycle
Digital Promise: Truth in Shopper Insights
Candid
Spontaneous
Right Setting
No Peer Pressure
Get Real:LIVE MOBILE DEMO
Reporting: Combining Insights + Voice of the Consumer
Client Collaboration: Critical to Research Success
Define Collect Co-createAnalyze Results
Wrap-Up:Considerations inShopper Insights Research
Clarity of Business Objectives
Level of Business Risk
Mobile Option for Impact
Sterling JacksonResearch Manager, Americas Shopper Insights [email protected]
John WilliamsonCEO & [email protected]
Thank You! Questions?