P&G Exec A.G. Lafley famously spoke of two “moments of truth” in market research – the first at the store shelf, when the consumer decides to pick one brand over another; and the second when the product is being used for the first time. Scion ad researcher Michael Robinson of Omnicom added a third moment of truth, when a message from a brand is sent by an advertiser and received by a consumer. The use of social media on mobile devices by consumers is fundamentally changing the market researcher’s ability to get closer to these “moments of truth” – and the unparalleled measurements are available for harvesting – a new research science is in the making.

1. Millennials Segmentation
A New Definition for “Moment of Truth”:
How mobile and social media are
changing research insights for brands

2. Yesteryear Path to Purchase
2
Customers used to take a predictable journey toward a sales transaction
Funnel
reasoned action
Second
moment of
truth is first
usage
The TV was the main
medium
the approach
was
universal
First moment of
truth:
store shelf
Third moment of
truth:
brand message
reaches viewer

3. Purchase decisions today
3
Customers take an unpredictable journey toward a sales transaction
Funnel
Funnel is still around,
now on steroids
First moment of truth:
real shelf or virtual shelf
Third
moment of
truth:
brand
message
reaches
reader
Second moment of truth:
first time using the product

4. Purchase decisions today
4
Customers take an unpredictable journey toward a sales transaction
First moment of truth:
real shelf or virtual shelf
Third
moment of
truth:
brand
message
reaches
reader
Second moment of truth:
first time using the product
Billion
combinations

5. 20 years ago: Efficacy of
marketing efforts for top 10 retail brands
5

6. Today: Efficacy of
marketing efforts for top 10 retail brands
6

7. Revolution by smartphone usage
7
61% of all Smartphone users use their mobile device to help make purchase decisions while
shopping, and of these Smartphone users…
Over 80% report having changed
their mind about a purchase
because of the information
learned from their smartphone
before or during shopping

8. Revolution in Online Discussions
8
75% of users interact with Facebook or Twitter
from their Smartphone
In the U.S.:
• 57.3 million users access and post to
Facebook over their mobile device
• Twitter has 13.3 million users posting from
their mobile phones
Content is rich and varied: Images, video,
news clips, geo-location information, brand
affiliations, product discussions

9. Interactions that lead to the moment of truth
Price check / price comparison
Find a sales location
Find a coupon or sale
Product or brand comparison
Online reviews (Yelp, Amazon, etc)
Ask advice or likability
Browse brand page
Location:
Home or Work
Visiting friends/family
In transit
In a store
Restaurant / Bar
9
Purchase moment
Standing in line
Browsing other products
“on the way”
RTM up-sells
Location:
Online (anywhere)
Brick-and-Mortar
Hybrid
Heralding the purchase or
usage
Reviewing (good/bad) the
usage
Post emotional impact of
purchase
Pissed off, tweeting, posting
and outing (after an attempt to
contact seller or manufacturer)
Location:
Online (anywhere)
I am going to purchase … I am purchasing … I have purchased
pricereview

10. Mobile research is here … organically
10
Organic shift of surveys being taken over mobile
device from desktop browser
10% of all multi-modal research is now completed
over the mobile device
18% of difficult-to-reach 18-24 year olds are using
mobile devices to take multi-modal surveys
This is happening on surveys that are…
not optimized for the mobile experience
(yet more breakoffs)
may be 15 minutes (or more) in length

11. Product or brand comparison
Online reviews (Yelp, Amazon, etc)
Ask advice or likability
Browse brand page
Each of these interactions
leads to the moment of truth
Price check / price comparison
Find a sales location
Find a coupon or sale
11
I am going to purchase …
price
review
Home or Work
Visiting friends/family
In transit
In a store
Restaurant / Bar
location
Passive Metering Geolocation
Brand Apps Review Apps
Browser

12. Usage of smartphone & purchase
12

13. Devices measured
13

14. Geographical location
14

15. Online or brick & mortar purchases
15
Once the consumer is in the store, it is unlikely that the consumer will buy on
line

16. Amount purchased & location of purchase
16
Consumers still prefer to go to a physical store, even though they are totally
mobile enabled; that said, online competes for every purchase, especially
those that are between $51-100

17. 17

18. In defense of social media…
18
3 year tracker examined the impact of social media involvement on the frequency
of store visits and amount spent, by customer
Study controlled for social media bias by recruiting and collecting data before
Facebook site was created and saw no significant difference in the frequency of
store visits by the two types of wine customers (those who did and didn’t
participate in social media) before the retailer started its site
Customers who interacted with a wine retailer’s social media network visited
stores 5.2 percent more often and contributed 5.6 percent more revenue than
customers who had a similar shopping history at that retailer but no online
involvement
Those who posted more messages tended to buy in larger volumes, and
preferred special or premium products
Sales hunters and customers who only purchased only a specific kind of product
did not increase in visits or spend
Consumers who engage with companies on social
media visit stores more often and spend more

19. Pre/Post Behaviors in social media
19
Why: Best information about a
purchase decision is gathered close to
the purchase “moment”
How: Gather social media data by
obtaining permission, and continually
pull key social media data from the
respondent and use the time-stamp to
see if the respondent was influenced
by social media
Self-reported behavior on using
Facebook or Twitter while
making a purchase decision:
Scraping

20. What scraping looks like -
20
1
2
3

21. Social Media Data Attributes Available
21
Demographics
• Gender
• Age
• Region
• Relationship Status
Sociality statistics
• Number of friends
• Number of posts per day
• Comment-post ratio
• Number of happy birthdays
Discussions of product and brand
mentions
Structured data available:
• Read friend lists
• Read pages, apps, and domains of the user
• Read friend requests
• Check if the user is considered "online"
• Check how many friends of the respondent are
"online"
• rsvp event
Textual data available:
• Read inbox
• Read all posts in news feed + perform searches
against the news feed

22. 22
Day-in-the-Life Narrative, Day #1
Date: Tues, 13:52:01
Source: Online
Post: “" Cheering for my Steelers at the Pourhouse. Steelers
bar at its finest. Here we go!
Date: Tues, 17:32:45
Source: Online
Post: “" We did it! Here we go Steelers, here we go! "
Date: Tues, 04:16:18
Source: iPhone
Post: “" Total caffeine addiction happening in my life right now. Haven't had
coffee all day and its headache city right now. Need some ☕! ,""

23. 23
Day-in-the-Life Narrative, Day #2
Date: Wed, 12:51:25
Source: iPhone
Item: Kids kicked my ass, then yoga kicked my ass. Home, comedy TV,
glass of wine, coziness, bed. Down and out. Hopefully tomorrow cheers
me up
Date: Wed, 12:55:07
Source: iPhone
Item: “Before you go off complaining about your TL being flooded by politics
tomorrow remember there was a time when young ppl didn't care”

24. The all important “why”:
traditional research is still critical
24
• What was the main reason you visited the store?
• What product was the main product you were there
to buy?
• Rate the store on service, availability, value for
money, staff friendliness
• Did you buy anything on promotion?
• Did you fail to buy anything?
• Did you buy anything on impulse?

25. Geo-fencing and Geo-Validation
25
The authenticity of respondents engaging
with the research is critical… or you will get

26. A nice old lady in a cigar store
26

27. Questions?
27
carol.haney@toluna.com
802-254-2117