From Zero to Hero: How mobile video can help you win the Zero Moment of Truth
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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! 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
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From Zero to Hero: How mobile video can help you win the Zero Moment of Truth
- 1. How to Leverage Mobile Video to Gain a 360-view of the Shopper Journey Presented by: John Williamson Sterling Jackson CEO & Founder Research Manager, Americas Shopper Insights
- 2. Business Impact: It’s Why Do We Do What We Do…
- 3. With the onset of the digital information age, came the evolution of the shopper journey Shopper Journey (1990) Shopper Journey (2012)
- 4. Explosion Of Media & Information More information ironically increases consumers’ power to ignore…
- 5. Explosion Of Too many choices cause overload Product Choice stress and uncertainty
- 6. A Shopping Reality: TOO MANY Choices!
- 7. Mobile Tablet Store Product Product Accessories SHOPPER PURCHASE PROFILES 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. Who? Consumers & Small Business 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 Europe Asia s Account-specific Execution Insights
- 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. MOBILE RESEARCH GETS REAL: A 360 Degree View Of The Shopper Journey
- 12. Mobile Qualitative Research: Context through Entire Lifecycle Awareness Recommend or Consideration Criticize Re-Purchase Purchasing or Churn Initial Experience
- 13. Digital Promise: Truth in Shopper Insights Candid Spontaneous Right Setting No Peer Pressure
- 14. Get Real: LIVE MOBILE DEMO
- 15. Reporting: Combining Insights + Voice of the Consumer
- 16. Client Collaboration: Critical to Research Success Define Collect Analyze Co-create Results
- 17. Wrap-Up: Considerations in Shopper Insights Research Clarity of Business Objectives Level of Business Risk Mobile Option for Impact
- 18. Thank You! Questions? John Williamson Sterling Jackson CEO & Founder Research Manager, john@qualvu.com Americas Shopper Insights sterling.w.jackson@hp.com
Notas del editor
- Introductions
- The digital age has brought with it a lot of changes – in particular how consumers access, share, and use information. This is especially true when it comes to the shopping experience. Consequently, how HP did research and how Qualvu reached consumers changed dramatically. This is because the path to purchase is more complex than ever... which makes the brand-building challenge that we face more difficult than ever.
- In particular because of two converging forces. First, there has been an explosion of media and information, particularly in the digital world. Ironically, this increases consumers’ power to ignore. Customers simply have to ignore most of what is available to them. The human brain simply has to focus, filter and forget most of the information available to them.
- Second, there has been an explosion of product choice, which inadvertently increases consumers’ feelings of stress about making the right choice. This creates “cognitive overload”. In Jack Trout’s book called “The Power of Simplicity”, he describes this as the “claustrophobia of abundance.”
- Our ACE framework helps us to understand our customers by highlighting key decision points from two mindsets, the SHOPPER and the USER.Think about it… every shopper journey is a decisionjourney that begins with an awareness of a need (for example, “my printer died”, or “I saw a commercial for a cool new product”). And that awareness triggers a process of discovery and research, which influences what they will buy at the “first moment of truth” – that all important moment when they decide whether to put your brand in their cart… or the competition’s. The second moment of truth comes after they buy it and use it, when they ask themselves, “Was I satisfied enough to buy this brand again?”HP’s annual Select & Buy study tracks over 10,000 shopper journeys to see which in-store and online touchpoints they used and which were most effective, as well as what products they bought and where. It even tracks their post-purchase satisfaction. This data has proven to be a rich source of information to profile our customers’ journey and understand how to evoke their devotion.
- Our approach to shopper insights was solid in terms of having the right focus on who, what and where…
- Understanding the value of capturing the zero moment of truth, Hewlett Packard leveraged Qualvu to follow consumers at every touch point of the shopper journey.We will highlight a Hewlett-Packard case study that demonstrates how mobile video gives researchers a more complete understanding of their target audience. This case study is the perfect example of how research has truly been liberated. We gave consumers a variety of tools, offering unlimited, real-life options in terms of stimuli and environments, and asked high-school graduates, who were actually looking to purchase a PC and printer, for permission to observe – literally – their journey as it happened. By using a multi-method approach that gave participants the flexibility to share through various technologies and from a variety of locations, we secured much richer, more actionable data.
- OBJECTIVEHP was interested in understanding the shopper journey of the incoming college freshman for their PC and printer purchase for college. METHODOLOGYThis study utilized Videodiary and pocketcams to explore attitudinal and behavioral insights. Qualvu also collected usability and UX research, through screen tracking and recording of associated narrated audio. SUCCESS!The study explored participants’ shopping habits and preferences, decision making processes and experiences, and identified any gaps or opportunities in the process.
- Approachable slide (see my notes) – maybe this is the best place for the “Egg strategy” slide. Make the phone look simple, with call outs to the camera.Most important part of mobile adoption is the lowering of the complexity barrier – or perhaps “intimidation barrier” Tech is so approachable, so usable – tipping point being “shoved” just by that alone.While not the primary tipping point, it’s set the right conditions for rapid adoption – IF we can meet another key criteria, but I’ll get to that later.
- Things brands should consider when seeking shopper insights: 1.) Clarity of business objectives2.) Level of business risk3.) Leveraging mobile video to capture consumers in the moment These are key factors in getting to the truth
- Instantly organized via linear collectionAll data typesHighlight reels with mouse clicksSearchable videoInteractive TranscriptsAdvanced qualitative coding enables fast analysisCoding qualitative data for rigor and accuracyMobile phone output turns into video reports
- Things brands should consider when seeking shopper insights: 1.) Clarity of business objectives2.) Level of business risk3.) Leveraging mobile video to capture consumers in the moment These are key factors in getting to the truth
- Introductions