2. MOMENT OF TRUTH
version
MOT is the happened-more-than-one moment when consumers recognize
their unmet need & feel so extreme that they could change their
behaviors/attitudes just to satisfy their unmet need.
Busy women don’t have much time for making up and they need to look beautiful, fresh when going to work and
meeting people. However, they have to re-makeup for a few times during the day as their makeup wears down
Disabled people realize that their disability is only because their mind tell them so. After that they feel motivated &
encouraged and they want to do things normal people can do
EXAMPLE
definition
MOT comes from daily consumers’ lives observation
3. MOMENT OF TRUTH
version
How to find it easier?
Category
truth
Brand
truth
Consumer
truth
or MOT
Deeply understand about the
category you’re tapping in and
your own brand value
propositions.
So when we are looking for
MOT, we surely know which one
is the best moment of consumer
that our brand will deliver its
values to the fullest.
1st
2nd
4. MOMENT OF TRUTH
definition
Google & P&G version
ZERO MOT
1st MOT
2nd MOT
3rd MOT
Prospect recognizes need & goes online to
gather information for potential purchase
Prospect has a-hah moment when confronted
with the product and related alternatives, often
in real life
Customer has bought & used your brand or
product. The resulting experience (hopefully)
supports your re-purchase promise
Customer becomes a true fan & give back to
your brand with content & social media
engagement
This is the whole
journey of how
consumers
recognize their
needs and find
sources to build up
their desire to satisfy
those needs
