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The moment counts

Hartmut Scheffler

MD / CMO

Kantar TNS

Hartmut.Scheffler@kantartns.com

 

The number of contact points between brands and consumers has grown tremendously, thanks to the explosion of digital media. Consumers are having more experiences or "moments" with brands, through exposure to products, services, and communications.

 

The number of potential moments is almost limitless. A moment is an individual experience with a product or brand, in given context at a particular time. Timing and environment have a powerful effect on the feelings, attitudes, and needs of an individual. One moment might be breakfast at home with the family, and another a gym workout. A person is in a very different frame of mind when they have just taken out an insurance policy, than they are just half an hour later, when they are shopping for dinner on the way home. There are routine moments in everyone’s lives, and scattered among them are extraordinary events. All of them generate a unique combination of context factors, “make” the moment and influence attitudes, behavior, evaluation, and decisions. Even decisions that people apparently make on “autopilot” are affected by the moment – as well as all the moments before, that have influenced their decision.

 

For every consumer need and every situation, there is an optimal product or service... and if consumers are not offered it, they ask for it. Matching moments with brand offerings is a key determinate of purchase decisions, and is therefore crucial to both meeting consumer needs and driving business success for a brand. Perfectly timed and executed brand moments can influence choice, deepen customer satisfaction and build loyalty.

 

Brand management and marketing teams must decipher these moments, and must consider moments at every stage of brand development, from product innovation to communication to service and customer loyalty. Market research can provide the data that helps brands:

 

* Offer the right product, service or piece of information for every demand moment;

 

* Match communications touchpoints with the most relevant content for the moment;

 

* Optimize the purchase process, both online and offline, for different point of sale moments; and

 

* Improve the customer experience of actually using a product or service to generate new moments.

 

Brands should orient themselves around key moments and, using consumer and media research, identify, optimize and activate precisely those moments that can best meet consumer needs and drive brand success.