The Zero Moment of Truth Heat Maps by Industry

April 2011

You don't buy a car the same way you buy a sandwich. Since we know that consumers like to check out their purchases online before they buy, we were curious how that behavior changes based on what they're in the market for. We followed the habits of 5,000 shoppers and broke it down for you by category with a variety of heat maps.

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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