from zero to hero: how mobile video can help you win the zero moment of truth

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How to Leverage Mobile Video to Gain a 360-view of the Shopper Journey Sterling Jackson Research Manager, Americas Shopper Insights John Williamson CEO & Founder Presented by:

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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 methodologies

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Page 1: From Zero to Hero: How mobile video can help you win the Zero Moment of Truth

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:

Page 2: From Zero to Hero: How mobile video can help you win the Zero Moment of Truth

Business Impact: It’s Why Do We Do What We Do…

Page 3: From Zero to Hero: How mobile video can help you win the Zero Moment of Truth

With the onset of the digital information age,came the evolution of the shopper journey

Shopper Journey (1990) Shopper Journey (2012)

Page 4: From Zero to Hero: How mobile video can help you win the Zero Moment of Truth

Explosion Of Media & Information

More information ironically increases consumers’ power to ignore…

Page 5: From Zero to Hero: How mobile video can help you win the Zero Moment of Truth

Explosion Of Product Choice Too many choices cause overload stress and uncertainty

Page 6: From Zero to Hero: How mobile video can help you win the Zero Moment of Truth

A Shopping Reality: TOO MANY Choices!

Page 7: From Zero to Hero: How mobile video can help you win the Zero Moment of Truth

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

Page 8: From Zero to Hero: How mobile video can help you win the Zero Moment of Truth

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

Page 9: From Zero to Hero: How mobile video can help you win the Zero Moment of Truth

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

Page 10: From Zero to Hero: How mobile video can help you win the Zero Moment of Truth

MOBILE RESEARCH GETS REAL:A 360 Degree View Of The Shopper Journey

Page 11: From Zero to Hero: How mobile video can help you win the Zero Moment of Truth
Page 12: From Zero to Hero: How mobile video can help you win the Zero Moment of Truth

Awareness

Consideration

Purchasing

Initial Experience

Re-Purchase or Churn

Recommend or Criticize

Mobile Qualitative Research: Context through Entire Lifecycle

Page 13: From Zero to Hero: How mobile video can help you win the Zero Moment of Truth

Digital Promise: Truth in Shopper Insights

Candid

Spontaneous

Right Setting

No Peer Pressure

Page 15: From Zero to Hero: How mobile video can help you win the Zero Moment of Truth

Reporting: Combining Insights + Voice of the Consumer

Page 16: From Zero to Hero: How mobile video can help you win the Zero Moment of Truth

Client Collaboration: Critical to Research Success

Define Collect Co-createAnalyze Results

Page 17: From Zero to Hero: How mobile video can help you win the Zero Moment of Truth

Wrap-Up:Considerations inShopper Insights Research

Clarity of Business Objectives

Level of Business Risk

Mobile Option for Impact

Page 18: From Zero to Hero: How mobile video can help you win the Zero Moment of Truth

Sterling JacksonResearch Manager, Americas Shopper Insights [email protected]

John WilliamsonCEO & [email protected]

Thank You! Questions?