Moment of truth (MOT) refers to popular behaviors among targets in everyday occasions that arise from instincts, fears, hopes or beliefs. The formula for MOT is the occasion plus the behaviors behind it that are influenced by these factors. Examples provided are licking fingers after eating due to a belief about enjoying food more, and rinsing clothes multiple times due to a fear about detergent residue. MOT plays a role as one factor in determining demand space. Understanding MOT through customer research can help navigate communication approaches and position brands.