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.

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

665 views

Published on

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!

Take-Aways:

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 habits
3.) Discover how engaging consumers in-the-moment will change the way you connect with them
4.) 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 sharing
5.) Online mobile video gives researchers an exclusive look into the consumer conscious that cannot be tapped using traditional research methodologies

Published in: Business, Technology
  • Be the first to comment

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

  1. 1. How to Leverage Mobile Video to Gain a360-view of the Shopper JourneyPresented by: John Williamson Sterling Jackson CEO & Founder Research Manager, Americas Shopper Insights
  2. 2. Business Impact: It’s Why Do We Do What We Do…
  3. 3. With the onset of the digital information age,came the evolution of the shopper journey Shopper Journey (1990) Shopper Journey (2012)
  4. 4. Explosion Of Media & InformationMore information ironically increases consumers’ power to ignore…
  5. 5. Explosion Of Too many choices cause overloadProduct Choice stress and uncertainty
  6. 6. A Shopping Reality: TOO MANY Choices!
  7. 7. Mobile Tablet Store Product Product AccessoriesSHOPPER PURCHASEPROFILES TRIGGERS SHOP CHOOSE BUY REFLECT Store Web Store Mobile Web Web Mobile Mobile Tablet EDUCATE IDENTIFY NEED SETUP & POST- DISPOSAL BUY INSTALL PURCHASE PURCHASE REGISTER SUPPORT AWARENESS RESEARCH DECISION USE SHARE ZMOT FMOT SMOT “What made me aware of you?” First Moment of Truth Second Moment of Truth “How do I get educated about you? “Will I decide to buy you?” “Was I satisfied enough to buy you again?”
  8. 8. Who? Consumers & Small BusinessWhat? Retail & Online Shopper Insights with Category Focus Category 1 Category 2 Category 3 Category 4 WHAT WE DO… HOW WE DO IT… Path to Purchase Insights for Strategy & Quantitative Qualitative Planning Hindsight Controlled In-Market Focus groups Touchpoint Best Practices Testing Shopalongs Consultants for retailers on shopper insights Virtual Store Research Shopper Lab Shopper Profiling Insight Omnibus Eye-tracking Digital/Social/Mobile Insights Communispace Panels Virtual Store research Packaging Insights Concept Tests Diaries Category Management Insights Foresight Market Basket Analysis 1:1/Dyads/Triads Insights for Sales & Marketing Innovations Secondary research In-store Observations Pre-launch POS Testing Post-launch Merchandising EvaluationsWhere? Region Focus with Account-Specific Expertise America Europe Asia s Account-specific Execution Insights
  9. 9. Scope: Shopper Insights Function Who? Consumer/SMB What? Retail & Online Shopper Insights with Category Focus Category 1 Category 2 Category 3 Category 4 WHAT WE DO… HOW WE DO IT… Path to Purchase Insights for Strategy & Quantitative Qualitative Planning Hindsight Controlled In-Market Focus groups Touchpoint Best Practices Testing Shopalongs Consultants for retailers on shopper insights Virtual Store Research Shopper Lab Shopper Profiling Insight Omnibus Eye-tracking Digital/Social/Mobile Insights Communispace Panels Virtual Store research Packaging Insights Concept Tests Diaries Category Management Insights Foresight Market Basket Analysis 1:1/Dyads/Triads Insights for Sales & Marketing Innovations Secondary research In-store Observations Pre-launch POS Testing Post-launch Merchandising Evaluations Where? Region Focus with Account-Specific Expertise America EMEA APJ s Account-specific Execution Insights
  10. 10. MOBILE RESEARCH GETS REAL:A 360 Degree View Of The Shopper Journey
  11. 11. Mobile Qualitative Research: Context through Entire Lifecycle Awareness Recommend or Consideration Criticize Re-Purchase Purchasing or Churn Initial Experience
  12. 12. Digital Promise: Truth in Shopper Insights  Candid  Spontaneous  Right Setting  No Peer Pressure
  13. 13. Get Real:LIVE MOBILE DEMO
  14. 14. Reporting: Combining Insights + Voice of the Consumer
  15. 15. Client Collaboration:Critical to Research Success Define Collect Analyze Co-create Results
  16. 16. Wrap-Up:Considerations inShopper InsightsResearch Clarity of Business Objectives Level of Business Risk Mobile Option for Impact
  17. 17. Thank You!Questions? John Williamson Sterling Jackson CEO & Founder Research Manager, john@qualvu.com Americas Shopper Insights sterling.w.jackson@hp.com

×