Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Halverson Group Choices Presentation


Published on

How we turn consumer journey mapping upside down to help brands pinpoint where, when and why they are winning (or losing)

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Halverson Group Choices Presentation

  1. 1. CHOICES™ OVERVIEW How we turn consumer journey mapping upside down to help you pinpoint when and why your brand is winning (or losing) 193 North Marion Street Oak Park,Illinois 60301 708.524.8080
  2. 2. 2 | HALVERSON GROUP Whereas brands and manufacturers used to have the power, consumers are now central in the new world. From brands at the center… …to people at the center
  3. 3. 3 | HALVERSON GROUP To account for this change, Halverson Group developed a human-centered, media agnostic approach that turns the traditional consumer journey model upside down. Choices is the first quantitative solution to dissect the complete consumer journey: • What: Detailed behaviors experienced in a consumer journey • When: The sequence in which those behaviors / touch-points happen • Why: A deep understanding of what consumers are hoping to achieve
  4. 4. 4 | HALVERSON GROUP In-Store Self-Directed Word of Mouth Traditional Media Coupons/Loyalty Websites Direct Contact Social Media Review Sources Search Engines We measure 140+ discrete behaviors We include the full breadth of a client’s owned properties (and all relevant behaviors), as well as other paid and earned channels. ‘the what’
  5. 5. 5 | HALVERSON GROUP We then sequence the touch-points through time, circling back to reflect the fact that the destination is seldom achieved in a linear manner. • Consumers order every behavior in the sequence they occur • The same touch-point can be used multiple times in a complete journey • Each journey has a unique blueprint which can be dissected and aggregated We measure 140+ discrete behaviors ‘the what’ Sequenced through time ‘the when’ X
  6. 6. 6 | HALVERSON GROUP We then view the behaviors and the sequence through the lens of consumer motive, to understand what compels consumer action. • Cross-category motives are derived from a comprehensive literature review • Dimensions examined range from: - Rational to irrational - Functional to emotional - Wide to narrow We measure 140+ discrete behaviors ‘the what’ Sequenced through time ‘the when’ X Tied to 120+ discrete motives ‘the why’ X
  7. 7. 7 | HALVERSON GROUP Halverson Group turns the traditional consumer journey model upside down, aggregating discrete behaviors/motives to identify the most impactful touch-points. Trying on a new pair of jeans Being social about streaming music Talking about television service
  8. 8. 8 | HALVERSON GROUP For nearly 20 years Halverson Group has armed our clients with the business intelligence needed to confidently fuel winning strategies. As a strategic research agency we uncover and quantify insights into the behaviors, beliefs, attitudes, situations and cultures that influence human choices
  9. 9. 9 | HALVERSON GROUP What makes Halverson Group unique compared to our competitive set is our focus on human-centered data science. We view the world through a broad lens 1 2 We focus on situational drivers of identity 3 We are R&D driven 9 | HALVERSON GROUP
  10. 10. 10 | HALVERSON GROUP We are focused not just on explaining the current world, but on improving its future state for our clients through the three pillars of our offer. Segmentation should allow you to upend the rules of your category and motivate more consumers to hire your brand. Jobs to BeWon™ Reality Tests™Choices™ Your new solutions have a higher probability of succeeding when properly identified and pressure-tested. Destination mapping tells you how to deliver the right message to the right audience at the right time.
  11. 11. 11 | HALVERSON GROUP What makes us excited to come to work every day is the knowledge that our partners benefit from our research and our insights. The Halverson team is incredibly knowledgeable and very,very innovative. They’re in the forefront in this space and are experts in the field.They are very,very innovative.We really liked the techniques they were bringing. Senior Brand Manager Global CPG Company
  12. 12. WE FUEL WINNING STRATEGIES 193 North Marion Street Oak Park,Illinois 60301 708.524.8080