Google, Zmot,Zero Moment of Truth,zee-mot

8/6/2019 Google, Zmot,Zero Moment of Truth,zee-mot

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ZMOTWINNINGTHE ZERO MOMENTOF TRUTH

By Jim Lecinski


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5

C ON T E N T S

7FOREWORD

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9CHAPTER 1:

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15CHAPTER 2:

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70END NOTES 72ACKNOWLEDGEMENTS61APPENDIX

73ABOUT THE AUTHOR


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D I N A H O W E L L

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When consumers hear about a product today, their rst reaction

is Let me search online or it.And so they go on a journey o discovery: about a product,a service, an issue, an opportunity.

Today you are not behind your competition. You are not behindthe technology. You are behind your consumer.

Rishad TobaccowalaChie Strategy & Innovation Oicer

VivaKi

Every so often, something comesalong and changes the rulebook.

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A BUSY MOM IN A MINIVAN,

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AN OFFICE MANAGER AT HER DESK,

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A STUDENT IN A CAFE, B.

A WINTER SPORTS FAN IN A SKI STORE, .

A YOUNG WOMAN IN HER CONDO, j .

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BUTWould it surprise you to know that a ull 70% o

Americans now say they look at product reviewsbeore making a purchase?2

Or that 79% o consumers now say they use a smart-phone to help with shopping?3

Or that 83% o moms say they do online research

ater seeing TV commercials or products thatinterest them?4

A Z M T :


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Chapter 1: Changing the Rulebook

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* * *Let me take one step back.

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The best brands consistently win two moments o truth. The rst moment

occurs at the store shel, when a consumer decides whether to buy one brand

or another. The second occurs at home, when she uses the brand and is

delighted, or isnt.

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12

ZMOT: Winning the Zero Moment o Truth

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The buying decision journey has changed. ZMOT - , , .

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13

Chapter 1: Changing the Rulebook

Lets dig in.


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MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW


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Human beings cant run a milein under four minutes. It simplyisnt possible.

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The our-minute mile seemed like a

physical barrier that humans could not

Engagement with the customer today isnt just pouring a messagedown on their head and hoping they get wet.

It really is understanding that you must be present in a conversa-tion when want to have it, not when you want to.

Pre-shopping beore buying has become a huge, huge part ocustomer behavior. In the past, it was pretty much conned tobig-ticket items like cars, or expensive electronics or homes. Now

people engage in discovery beore shopping on very small things.Its crossed all categories o shopping behavior. Its just the way

people buy today.

Bob Thacker

Gravitytank Strategic Advisor

and ormer CMO o OiceMax

C HAP T ER

2

THE NEW M ENTAL

M O D E L

cross until May 6, 1954. That was the

day that Roger Bannister, in a meet at

Oxord, ran a mile in 3:59.4. He broke the

barrier. Suddenly, in the next three years,

16 other runners cracked the our-minute

mile as well.

Was there some breakthrough in human

evolution? No. What had changed was the

mental model.

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Figure 2-1: The traditional 3-step mental model

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Stimulus First Moment of Truth

(Shelf)

SecondMoment of Truth

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Figure 2-2: The new mental model

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Chapter 2: The New Mental Model

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Which becomes thenext persons ZMOT


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Figure 2-3: Top sources used by shoppers when making purchasedecisions by type (top dened as those above a 17% source usage average)

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When you were considering purchasing [PRODUCT] whatsources of information did you seek out to help with your decision?

N=5,003

Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2011

Stimulus


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50 % 49 %

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Figure 2-4: Sources used by net type

Q2 When you were considering purchasing [PRODUCT] what sources o inormation did you seek out tohelp with your decision?

Base N=5,003

Source: Google/Shopper Sciences, Zero Moment o Truth Macro Study, U.S., April 2011

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:Were entering an era o reciprocity. We now have to engage people in a way

thats useul or helpul to their lives. The consumer is looking to satisy their

needs, and we have to be there to help them with that. To put it another way:

How can we exchange value instead o just sending a message?

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This is the inormation your shoppers now use to make their decisions.

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What makes a Zero Momentof Truth?

It happens online typically start-

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It happens in real time, at any time of

. M ,

: G

.1

The consumer is in charge, pulling the

.

Its emotional. The consumer has a

,

.

The conversation is multi-way: mar-

, , ,

.

C HAP T ER

3

Z MOT A L L A R OU N D

U S

Weve all had those Sunday evening standing-in-ront-o-the-

mirror moments, when we suddenly know weve got to drop aew pounds.

In the past youd go into the kitchen and grab the phone book othe top shel and fip through it and probably not even know whatcategory to start with. But now you go online immediately. Theamount o brand and user-generated content available instantly atZMOT is just amazing.

Our drive now is almost exclusively online. We have lots oresources available to prospective health club members, whetherthey hear about us in conversation or have one o those mirrormoments. Even late on Sunday night.

Dennis Cary

Chie Marketing Oicer and SVP

Bally Total Fitness


24/76

24

L I 84% - S S

2011 M S . W

infuential . F ,

:

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B , I , - . A S S ,

. S

, ; ZMOT,

. T , .

T ,

.

ZMOT .

H ZMOT:

Seeking and Sharing New IdeasT , G :pumpkin bread recipe, low-at

recipes, Texas-style chili, gluten-ree muns, Thanksgiving side dishes, how to make

old-ashioned chocolate chip cookies.

R 1% G, .2 T

. T

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.

S, . B

.

Arming for BattleA , I L 250

, 2.4- - , - . I . A I

MSRP $37,125, $33,686.3


54%comparison-shopped for products online


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25

W ? ZMOT . T - j

- . S ,

MT. RL., .

Later she switched to searches like ratings or Lexus 250 and ound reviews rom

AOL Autos, Epinions, Cars.com and several other sources. Then she went to Edmundsand Kelley Blue Book to look or prices. And then she went to the Lexus ocial site to

check paint and interior colors and other options. I youve bought a car lately, youve

seen this woman in the dealership with a handul o ZMOT printouts, or showing her

smartphone screen to the salesperson. Maybe youve been that woman yoursel.

Shopper Sciences analyzed the sources o infuence on car buyers over the length

o their purchase cycle. They asked shoppers, Did you use search engines in your

decision?, How infuential were search engines in your decision making? Then they

turned the results into this heat map:

Figure 3-1: Net infuence o search engines heatmap or auto

Base N=500

Source: Google/Shopper Sciences, Zero Moment o Truth Automotive Study, U.S., April 2011

Chapter 3: ZMOT All Around Us

Deg

ree

ofInuence

Most PeopleFewest People

Time From Purchase

10

9

8

7

6

5

4

3

2

1

712

+mo

sbefore

46mos

before

23

mos

before

1mon

thbefore

3we

eksb

efore

2we

eksb

efore

1we

ekbefore

46day

sbefore

23

day

sbefore

Dayof

purchase


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26

W ? I 64%

, 44% 37% .4 M

q .

Making Smart Choices FastL . H ZMOT

: S ,

, . S :

1. M ,

2. E ,

3. O,

I : . S

, W $1.50 , .

* * *Y . I Z M T, -

,

thinking about . Y

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Y j . A K K J J , Y

3 8, j .

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. H

:



27/76

27

Figure 3-2: Average purchase cycles or three diverse categories

T .

G - ,

. W

. F , : ,

89% .5

I , ZMOT f

.

* * *ZMOT .

T $312 2010, U.S. D L. I ,

,

.

M G C R :

I have a neighbor whos not tech savvy, but when the recession hit, we were

talking and she said, Ive got our boys and Im at the grocery store ve days

a week and its just killing us. Weve got college coming in a ew years. Ive

got to start looking at how Im spending my money.


Morethan a year

before46

monthsbefore

A monthbefore 2 weeks

before 46 daysbefore One day

before 58 hoursbefore 12 hours

beforeA few

moments beforeI purchased

7%10%

17%

23%

2%

3%

1%0%

1% 1%1%

6%

17%

5%4%

Technology

1% 1%0%

0%0%

0% 1%

1%3%

5%

7%

2% 17%

Automotive

CPG Grocery

11%

17%

13%

21%

6% 5%

17%15%

4% 8% 9%

3% 6%4%

1%1%

1%2% 3%

3%

14%

Source: Google/Shopper Sciences, Zero Moment o Truth Industry Studies, U.S., April 2011Automotive N=500, CPG Grocery N=500, Tech N=500


28/76

28


She started couponing online. Then once she became savvy about sites like

Coupons.com, she started looking at circulars and specials online and plan-

ning her meals out a week in advance. And then she also began to do research

online or almost every product she bought to see what other people had said

about it. Its contagious.

She doesnt call it ZMOT, but she does tell me that now instead o going to

the store ve days a week, shes going one or two times a week. With coupons

and research and planning her meals, shes saving $200 to $250 a month. She

told me, Thats college money or us. Thats a vacation.

The Wall Street Journal 2011 , I-S S B

A H:

Its well known that consumers research expensive products like electronicsonline, but coming out o the recession, consumers are more scrupulous

about researching their everyday products such as diapers and detergent, too.

More than a th o them also research ood and beverages, nearly a third

research pet products and 39% research baby products.6

T, 62%

, .

T : ,

.

A R T VK : D . C

connection .


29/76

29



30/76

OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORDREVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIES & REVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & RETINGS & REVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGSF MOTRATINGS & REVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MO

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REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOT RATINGS & REVIEWTINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOT RATINGS

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REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOT RATINGS & REVIEW

TINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOT RATINGS

OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORDREVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS:TINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGS &T RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGSOF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRS: WORDOFMOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORDREVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIES & REVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & RETINGS & REVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGSF MOTRATINGS & REVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MO


REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOT RATINGS & REVIEW

TINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OFMOTRATINGS

OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORDREVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS:TINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGS &T RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGSOF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORDREVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIE


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31

This is the rst time in history that word o mouth has becomea digitally-archived medium.

Brett HurtFounder and CEO

Bazaarvoice

The tremendous explosion ofratings and reviews online has

changed how people get informa-tion. But the change is still basedon that oldest of human traits:word of mouth.

W

, B

H B. W -

? W ? H -

?

E

, ,

. T ,

,

S

. L

. M 401

P J -

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W

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Consumers talking directly through

, , IM,

YT

Reviews on sites like Epinions, TripAd-

, DR Y Comments and ratings that show up

G M

Message boards on corporate and re-

Online community sites where moms,

,

Seller ratings in search results (search

G

)

C HAP T ER

4

R AT I N GS A N D R E V I E W S :

W O R D OF M OT


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32

B -

. T --, P. D R,

W S W P T W S. D

--. I , - .

Y , f.

* * *A :

Will it save me money?

Will it save me time?

Will it improve my life?

W ZMOT,

.T . I TV

$500. I $500. I j I TV

.

A . T

, . R

- -. T

j . T .

* * *CEO CMO

. W

? W ?

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Most reviews are good.W -

4.3 5.0, B H B. H W-M J

J. A B, 80% .

T : W 8020 : 80%

20%

. W .

T : P

.

Bad reviews arent all bad.P , D R. B .

B H : F

Z M T. W



33/76

33

, .

B , ,

.

I , . B (

) .

The conversation is already going on. R , , . Y . Y

,

j . B

. A B H , W

.

* * *W ? T .T people like themselves. W

ZMOT.

T I I , T S,

BC. O : M

j . W T F? W

T F? H I ?

Y T F

20,000- . P

. T ( )

.

O 2011 ZMOT 37%

f . T 19% 2010

. T :

Getting an online referral from a friend

Becoming a friend or follower of a brand

Reading blogs where the product was discussed

Seeing the brand mentioned on a social networking site like Facebook

P

, T S . T

, . A . S

, q ,

.

M , . A , . Y : I

I I .

Chapter 4: Ratings and Reviews: Word o MOT


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T ,

.

G +1 ,

, . W

, +1 , I . N ,

. Y ZMOT.

A - .

I , M R

L T.

Figure 4-1: Example o Googles +1 button in search results

Source: +1 as illustrated on the Google Ocial Google Blog on 3/30/11

B . Y

. I I

+1, .

* * *L : T

, .

ZMOT -

- , B H.

Y ,

. I I

, I j ; I

.

A . P . T , . T



35/76

35

.

F , ZMOT , I

, , O , I

I . A -

.

A

? T ? A

? W .

E ZMOT.

Chapter 4: Ratings and Reviews: Word o MOT


36/76

HOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NTHOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTT, NOT AFTERTHOUGHTEQUALTHOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, N

TEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHT EERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NO

HT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NTHOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERT

T, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, N

TEQUAL THOUGHT, NOT AFTERTHOUGHTEQUALTHOUGHT,NOT AFTERTHOUGHT EERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NO

HT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NTHOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERT


TEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHT EERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT,NOTAFTERTHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NO

HT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NTHOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEERTHOUGHTEQUAL THOUGHT, NOTAFTERTHOUGHTEQUAL THOUGHT, NOT AFTERT


TEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHT EERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NO

HT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NTHOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOT EQUAL THOUGHT NOT AFTERTHOUGHT EQUAL THOUGHT NOT AFTERTHOUGHT E


37/76

37

What we ace now is a pace o change that is unprecedented.Major innovations that used to change our liestyles maybe onceor twice in a generation, were seeing that now almost on anannual basis.

So what needs to be top o mind or all marketers, no matterhow established their brand is, is to stay relevant amongour consumers.

We have to think about how the lives o our end users are changing,whether that end user is a consumer, a patient, a doctor oranyone else. And to remain relevant we need to be part o theirnew ecosystem.

Kim KadlecWorldwide Vice PresidentGlobal Marketing Group

Johnson & Johnson

If theres one truth Id like you totake away from this book, its this:ZMOT must be an equal thought,not an afterthought.

R -

? I

,

:

, .

I ZMOT

. I j

. A ,

.

T j ZMOT

. L

.

Nobody looks online or-toothpaste or paper clips.

R? T 3M. I -

S T,

C HAP T ER

5

EQUAL THOUG HT, NOT

A F T E R T H O U G H T


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38


3,000 . C :

I use this tape all the time because it holds the things I want to hold together

without being seen. I have used this product or years and will continue using

it or many more years.

Y,

S T.

T . Y ,

f Consumer Reports

39- . T . B

. Y

f.

W I , , H H, I : T

B D B . I , .

ZMOT j . I $5.99

$3.29 39- . P

. B ,

. C

.

It doesnt apply to my industry.C j.

B C, G E,

, GE j

. S :

Maybe i you make locomotives, or the sotware that automates production

lines, you think: Why should I have videos or web content out there? Whos

going to use that?

But one day at our marketing council we did YouTube searches or just thosekinds o things. And you know what? Up came hundreds o videos, including

videos rom our competitors on things like intelligent thinking or production

line automation. It was a great eye-opener. I think we could have entered any

topic and ound the same thing.

Weve seen enough data to know that C-level executives do their own search

queries or research beore they ever meet with potential suppliers. Whether

youre buying a new rerigerator or a jet engine, you want to do your home-

work in advance.

I , ,

. H B D, CEO B B, RG.


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39

Chapter 5: Equal Thought, Not Aterthought

2011: W 60% U.S. f

BB..

T . T ,

.

I , ZMOT. I . Y -

20% G . T :

40% .1

W j ,

SIRI. F , . I

, q, . T ? M-

+3.1% -

.2

A 3.1% f!A ZMOT j . O

S S j ZMOT

:

Figure 5-1: Cross-category chart

Category Purchased

Number osources usedby the typical

shopper

Averageusage across

sources

% oshoppers

infuenced at

ZMOT

Automotive 18.2 34% 97%

Technology (Consumer Electrionics) 14.8 30% 92%

Voters 14.7 35% 95%

Travel 10.2 22% 99%

Over-the-Counter Health 9.8 18% 78%

Consumer Packaged Goods: Grocery 7.3 15% 61%

Consumer Packaged Goods:Health/Beauty/Personal Care

7 14% 63%

Quick-Serve Restaurants 5.8 12% 72%

Banking 10.8 25% 91%

Insurance 11.7 26% 94%

Credit Card 8.6 19% 81%

Investments 8.9 20% 89%

Source: Google/Shopper Sciences, Zero Moment o Truth Industry Studies, U.S., April 2011

Sample sizes or each category noted in appendix Figure A-10.


40/76

40


W 95% 99% f, I

ZMOT .

Moms are too busy. They dont have time or this kind

o thing.I q . T I : A ? M

ZMOT! I -

. W 32

? T

, - ,

.

M A, G M,

:There are certain times o day when we see consumers come to our sites

when they are literally trying to gure out, Whats or dinner tonight? At

stores, you can see moms running in around our oclock. Our research team

has stood in grocery stores and watched this happen. Moms go straight to the

meat counter I know I need bee and thats when they pull out the

phone and start looking online. Theyre checking recipes, or theyre eyeing a

value pack and thinking, What else can I make this week using hamburger?

T S BC

.

W f

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.

S,

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We already have a website. Were doing fne.

T , -

CEO . T

.

A , P. J W . N , ,

.


41/76

41


T - . I

ZMOT , M B .

T -, B L C,

N Y C. T , ,

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Y, G AW,

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10

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Figure 5-2: Sources used by net type

Q2 When you were considering purchasing [PRODUCT] what sources o inormation did you seek out tohelp with your decision?

Base N=5,003


Stimulus ZMOT FMOT

76% 77%84%

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%


42/76

42


T I q . S ZMOT

FMOT . N

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* * *Y 1-800 .

(W ?) Y j .

T I 1-800 , even though you didnt

ask or it.

P . G

j 1-800-B , H I

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N ZMOT .


43/76

43


O O O


44/76

HO TO I T Z OT HOW TO WIN AT ZMOT HOW TO WIN AT ZMOT HO TO

AT ZMOT HOW TO WIN AT ZMOT HOW TO WIN AT ZMOT HOW TO WIN AT ZMOT H

HOW TO WIN AT ZMOT HOW TO WIN AT ZMOT HOW TO WIN AT ZMOT HOW TO





















AT ZMOT HOW TOWIN AT ZMOT HOW TO WIN AT ZMOT HOW TO WIN AT ZMOT H










AT ZMOT HOW TO WINAT ZMOT HOW TO WIN AT ZMOT HOW TO WIN AT ZMOT H







HOW TO WIN AT ZMOT HOW TO WIN AT ZMOT HOW TO WIN AT ZMOTHOW TO








45/76

45

Betty Crocker got 40005000 letters a day in the 1940s, and wehired hundreds o people to send personal answers. In the 1960swe had 350,000 people join the Bisquick Recipe Club. That wassocial media beore social media existed.

With the new online and digital tools weve got now, GeneralMills has picked right up where our oremarketers were then.

Its all at our ngertips now.

Mark AddicksSenior Vice President andChie Marketing Oicer

General Mills

I love that quote that MarkAddicks shared with me, becauseit really gets at the heart of howZMOT is a brand new part ofa grand old tradition.

I

ZMOT, q -

:

When you start typing your prod-

, -

,

C HAP T ER

6

HOW T O WIN AT

Z MO T

?

Does your website or your message

?

How does your brand appear on

?

If someone searches for key phrases

TV , ?

N, . T

:


46/76

46


Figure 6-1: Search exercise

T q,

,

ZMOT.

I

j, I

ZMOT

. I

I , I

. I G , I

. W ZMOT G,

I . (A .)B .

S, ZMOT :

1. P S C

2. F Y Z M

3. A Q P A A

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7. J I!

1. Put Someone in ChargeI I CMO, q I :

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T ZMOT , .


47/76

47

Chapter 6: How to Win at ZMOT

2. Find Your Zero MomentsW Z M T , ? T

ZMOT j ZMOT f . Y

.

A I

. (A j

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N,

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T , ZMOT!

T j . T URL

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T j ZMOT ,

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3. Answer the Questions People Are AskingH I : I

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: W !

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q, q

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48/76

48


H q ? Y

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.

4. Optimize for ZMOTS: Y ZMOT Y q .

T q, , : H more?

I . I D A, W

H I P G W. B, :

This is one o the best search engine optimization tales Ive ever heard. In the

midst o the health care debate, the Obama White House started monitoring

what questions people were asking online about the health care bill.

And they determined that the #1 most searched question was simply, Whats

in the health care bill? So they actually drated a blog post or the White


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House website and titled it, exactly, Whats in the health care bill?

It worked! During the heat o the debate, i you searched or that phrase, the

#1 link that came up was to that blog post on WhiteHouse.gov, which speci-

cally laid out the Presidents plans around health care.

What I love about that story is that you have a team who understood how

the web works, how people use the web to seek inormation, and they used

their website to their own advantage. And the best part is that it cost nothing.

It cost nothing other than the time it took to actually have that person type

up that blog post.

L I , , W H -

.

C , ZMOT . A ,

, .

T . A

- . S W C. S

: -

T C-C C.

A W , j

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Paid .

Owned . I C , ( 1.7

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Earned : A ? A ,

? C T F,

.

Shared , , C , MD .

T ZMOT ,

1.7 . (Y.) A

? A ?I , FSq G

P ?


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50


A ? I

.

G 2010 ( ) 21%

- .3 T 79% . I

, f.J

. T . D

? C ? W

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? T

.

H ,

: Run and track mobile separately from your other campaigns. Dont muddy the

. M- 11.5%

- .4

First position matters even more in mobile. Thats true whether youre talking

. T

! A CTR

90%.5

Use device targeting. Did you know that weve created several different versions of

? E . I

,

ZMOT

.

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G. D , ,

ZMOT . T , , . T : Y

f.

O ZMOT , - . A

.

5. Be FastI ZMOT, .

Y -

12 . Y f .

H I : T L G

T, B


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B . B -

- , B

, .

N, , -

? I . B , , I . H ! B

j .

H ZMOT : M W D.

S C The

Colbert Report 2009. T M W

, C --M W . S

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C M W ! W ?T ZMOT

, M W : W ! N,

M W C -

, q TV

.

T . E , S C M W

. ZMOT :

M W.A ZMOT.

6. Dont Forget VideoK -- ? I

YT.6

A ZMOT . M ,

. Y .

W I , I

. A , 10 10 .

Y

, .

B :

Product showcases and demos

How-tos and expert advice

F B2B , : Case studies

Thought leadership


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T - --

( !) . Y

G V, N J T W L

,

. H The Wall Street Journal The New York Times, C OB E D J C, .

I , G , #1 . H

ZMOT . Y .

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.

W ZMOT, , q TV . W 32 -

YT G 2009 2010, YT

3.4 TV. W

64% YT TV. S

! T TV YT

1.9%.7

B . O

! F 30

. A j

TV . T : ,

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I ZMOT q . W,

ZMOT, q , .

7. Jump In

Showing up is 80% o lie. Woody Allen8

W W A ZMOT?

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ZMOT IS j . Y

- . Y j

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T ZMOT , L G :

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K . S . T ,

. T .


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W ZMOT, I ,

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One More ThoughtT , . F

ZMOT.

N I : O ,

. H ? B

ZMOT. W ,

.

N j !


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NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MO

S NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT?NEXT?MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MO

S NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT?NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MO


S NEXT?MOTS NEXT?MOTSNEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT?NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MO




S NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT?NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTSNEXT?MOTS NEXT?MO




S NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT?NEXT?MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MO


S NEXT? MOTS NEXT? MOTS NEXT? MOTS NEXT? MOTS NEXT? MOTS NEXT?


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Were about to see a merging o all the moments o truth. Youllbe looking at a product on the shel and using your cell phone to

nd inormation and read reviews and then maybe you decide itsreally cool, so you like it or your riends, all within a minute.

A consumer journey that once covered days, weeks or months justhappened in a matter o seconds.

Matt MoogFounder and CEO

ViewPoints Network

What an exciting time to bea marketer.

T

. L T, G -

CMO, :

Ten years ago, less than 2% o the

population was online. Now that number

is over 25% globally, and close to 100% in

many countries. Two-thirds o the worlds

population has mobile phones. By 2020,

5 billion people will be on the web and

10 billion people will have mobile phones.

I , -

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.

C HAP T ER

7

M O T S N EX T ?

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Mobile Is an AccelerantD

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: T-

.1 S 3.3 -

and.

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ZMOT

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M M V N:


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When shoppers have a bar code scanner in their pocket, with one click they

can unlock everything they want to know: which o their riends like these

products, what the ingredients are, other use cases or the products, the

science and content and details behind the product. You cant underestimate

how people are going to use that.

A ,

,

. S , MOT .

The Meeting of the MOTsI

. T . F

, Z, F S M T .T :

, , . B

, .

L I I . I .

(ZMOT!) W I I

( SMOT, ZMOT) . F I

(FMOT) I

.M I , (SMOT),

. S I

TA. B I , SMOT

ZMOT. O MOT .

The Rise of VideoT -

. T

. I , D S T C M, .

ZMOT , M A G M

:

We may come to a place where you show the shopper the end result and they

can deconstruct it themselves right there.

Lets say my 6-year-olds birthday is coming up and I have very limited time.

I know my daughter is crazy about Disney princesses, so maybe I search onlinereal quick or princess birthday party. And what I ought to nd is a video I

can look at in under two minutes and say, yes, I can make that. I can do that.

That sounds un.


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Chapter 7: MOTs Next?

And then we can serve up additional content to that shopper. Need decora-

tions? What do the invitations look like? What do we do during the party?

All this happens beore any traditional media hits this happens on the

shoppers schedule, on her time.

I , I

Z M T. N

, ZMOT

.

Beyond the ShelfB 2020 . T 500

U.S., 2,000 W-F

I . S -? S K 2012.2

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The Next Generation

O I I N S. L I

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Z M T?


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MOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOOTZMOTZMOTZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOT

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R ?

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K E E P I T G O I N G


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ENDIX APPENDIXAPPENDIXAPPENDIX APPENDIXAPPENDIXAPPENDIX APPENDIXAPP

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A P P E N D IX

F ZMOT : T G/

S S, Z M T S, U.S.

A 2011.

Study Objectives:

T

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- , 2) 3)

f .

Methodology:

S S 5,000 . T

F-

. A q

- , . D

: A, H, CPG G, H/

B/P C, C T, T, R, C C, I, I-, B P E C S. F ,

F A-10.

Additional indings:

S . R,

.

Figure A-1: Number o sources and usage

2010

Average # Sources Used Average Usage

2011

5.27

10.4

2010 2011

9%

17%

Source: Google/Shopper Sciences, Zero Moment o Truth Macro Study Industry Studies, U.S., April 2011


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ZMOT q . FMOT

q OTC H, H B, G R,

76% FMOT R S S

FMOT .

Figure A-2: Sources used occurrence o stimulus, ZMOT and FMOTby category

Heat Map Data

H (F A-3 A-4) : T

X , ,

. T

. O Y , ,

f .

2010

Datab

ase

2011

Macr

oStud

y

Autom

otive

Banki

ng

Credit

Cards

Insura

nce

Investme

nts

OTCH

ealth

CPGhea

lth&B

eauty

CPGGr

ocery

Restaura

nt

Travel

Voter

s

Techn

ology

Sources Used ZMOT Subgroups Stimulous ZMOT FMOT

70% 77%97%

76%47% 79%

57% 83%95%

93%

76%34%

77% 89%

75% 84% 97%

91% 81%94%

89%78%

63% 61% 72% 99% 95%92%

69% 76% 86%75% 84%

79% 70% 79%

63% 64% 65% 67%

99%

81%

Q2 When you were considering purchasing [PRODUCT], what sources o inormation did you seek out tohelp with your decision?

Base: N=5,003

Source: Google/Shopper Sciences, Zero Moment o Truth Macro and Industry Studies, U.S., April 2011Sample sizes or each category noted in appendix Figure A-10


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Y ,

SMOT I .

Figure A-5: Stimulus, ZMOT, FMOT and SMOT by age group


Figure A-6: Source usage, tactical Internet and brand behavior byage group


Age Stimulus ZMOT FMOT SMOT

1834 (N=1,594) 82% 91% 81% 70%

3549 (N=1,112) 77% 85% 75% 62%

50+ (N=2,297) 72% 79% 76% 51%

22%15.5% 15% 10.3% 11% 7.7%

1834(N=1,594)

3549(N=1,112)

50+(N=2,297)

Avg. usage

Avg. # used

Source Node Usage

Tactical Internet Behaviors

Brand in Mind

69%64%62%

29%

14%

21%

47%

29%

33%

28%

Took to Store (NET)

Saved for Later (NET)

Compared to OtherMedia (NET)

Location (NET)

Social/Sharing (NET)

Call to Action (NET)

Mobile (NET)

26%

13%

18%

42%

20%

34%

14%

25%

10%

19%

37%

11%

24%

4%


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Appendix

Figure A-7: Stimulus, ZMOT, FMOT and SMOT by demographic group

Note: N=74 elected Preer Not to Say or ethnicity question.Source: Google/Shopper Sciences, Zero Moment o Truth Macro Study, U.S., April 2011

Figure A-8: Source usage and tactical Internet behavior by

demographic group

Demographic Group Stimulus ZMOT FMOT SMOT

General Population(N=5,003) 76% 84% 77% 59%

Caucasian(N=4,028)

74% 83% 76% 57%

Arican American(N=346)

87% 88% 88% 71%

Hispanic (N=225) 86% 87% 85% 73%

Asian (N=294) 89% 93% 84% 76%

Other (N=36) 72% 89% 70% 55%

23%16.3%

22%15.3%

26%19.8

African American(N=346)

Hispanic(N=225)

Asian(N=294)

Avg. usage

Avg. # used

13%9.4%

Caucasian(N=4,028)

Took to Store (NET)

Compared to OtherMedia (NET)

Social/Sharing (NET)

Call to Action (NET)

Mobile (NET)

25%

18%

17%

27%

11%

30%

24%

26%

36%

26%

25%

15%

29%

36%

24%

35%

29%

37%

46

24%

Source Node Usage

Tactical Internet Behaviors



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Figure A-9: Denitions used or the Google/Shopper Sciences, ZeroMoment o Truth Study conducted in the U.S., published April 2011

Stimulus

Noticed advertising while browsing onlineSaw/tried product at the house o a riend/amily memberThis is a brand I grew up withLooked at/read magazine advertisementsSaw an ad on an outdoor billboardRead magazine articles/reviews/inormationSaw an ad in a newspaper/newspaper insertRead newspaper articles/reviews/inormationLooked up brands/retailers in the Yellow PagesAttended a show or event where product were eatured

Received mail at home rom a brand/manuacturer (e.g., catalogue, brochure)Received mail at home rom a store/retailer (e.g., catalogue, brochure)Read inormation in an email received rom a brand/manuacturerRead inormation in an email received rom a retailer/storeTried a sample/experienced the product at a special eventHeard it discussed on the radioSaw advertisements on televisionWatched a TV show that eatured the product

ZMOT (Zero Moment of Truth)Talked with riends/amily about the productSearched online, used a search engineComparison shopped products onlineSought inormation rom a product brand/manuacturer websiteRead product reviews or endorsements onlineSought inormation rom a retailer/store websiteRead comments ollowing an article/opinion piece onlineBecame a riend/ollower/liked a brandWatched videos about product onlineRead/visited a blog that discussed productSearched the web or inormation with my mobile phone beore shopping

Talked to a customer service representative onlineSearched the web or inormation with my mobile phone in the storeSaw product mentioned on a social networking website like FacebookReceived a reerral notice rom a riend onlineCommented on a product mentioned on a social networking website like FacebookReceived a coupon or pricing inormation rom someone on a social networking siteCommented on a blog that discussed productSearched or a coupon with my mobile phone beore shoppingSaw an ad/coupon sent to my mobile phoneLooked or coupons on a retailer/store websiteReceived a text rom a brand/manuacturer on my mobile phoneSearched or a coupon with my mobile phone in the storeLooked or coupons on a product brand/manuacturer websiteParticipated in a chat or discussion online about product


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Appendix

Used my mobile phone to scan 2D barcode/QR code in the store

Read/visited a orum/message board about productTalked to a customer service rep/salesperson via emailCommented on a orum/message board about productFMOT (First Moment of Truth)Tried a sample/experienced the product in a storeTalked with a salesperson or associate in the storeTalked with a customer service representative on the phoneLooked at the product package in the storeRead brochure/pamphlet about the product in the store

Used product coupon I got at the storeUsed computer in the store to look up inormation on productUsed a loyalty card/requent buyer cardRedeemed a git card/rewards card

SMOT (Second Moment of Truth)Mentioned it to riends/amilyMentioned it to a co-workerTook a surveyWrote a customer review on a websiteWrote about it on a Facebook pagePosted Tweets about itWrote about it in a blog


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Figure A-10: Category shopper denitions and sample sizes

CategorySample sizeo shoppers

in study

Shopper denition adults 1870who were the primary or shared

decision-maker AND who:

Automotive 500 Purchased a new automobile in past 2 years

Technology (ConsumerElectronics)

500

Purchased a personal technology item inpast 2 months. Examples provided includedcomputer, laptop, DVD player, Blu-Ray player,digital camera, mobile phone, iPad, TV, videocamera, etc.

Voters 503Registered U.S. voter who voted in the 2010midterm elections

Travel 500 Purchased travel in past 6 months

Over-the-Counter Health 500Purchased over-the-counter medication, vita-mins or health supplements in past 30 days

Consumer PackagedGoods: Grocery

500 Purchas

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