The Zero Moment of Truth Heat Maps by Industry
4.2011 | North America, United States
Across industries, how do online and offline sources stack up against each other? When are they most widely used? How influential are the sources? With the help of 5,000 shoppers we depict the intersection of these variables in a heatmap. Shoppers are now interacting with sources of information prior to the shelf but after being exposed to a stimulus like a TV ad. We call that window between shelf and stimulus the "Zero moment of Truth".
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