The Zero Moment of Truth Heat Maps by Source

April 2011

In investigating the Zero Moment of Truth across industries, we wanted to pinpoint who looks where for what and how often. To do this, we looked at the online research habits of 5,000 shoppers across 12 different industries. We found that though the advance research time varies, shoppers almost always check back right before they make a purchase.

Find out which industries rely more heavily on online sources over traditional sources in these heatmaps. 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 the Zero moment of Truth.

Diapers to Diplomas: What's on the Minds of New Parents