Why Moments

Why Consumer Moments is The Most Relevant Form of Segmenting.

InsightsNow's award winning research framework for segmenting moments gives you a new perspective on the market - one that focuses on actual behavior. With this information, we have helped companies find NEW opportunities to grow existing brands and develop innovative new products. 

There are many ways you can segment: People, Attitudes, and Needs being the most common. However, each of these dimensions only give you a glimpse into general patterns about how people think and who they are. Missing is an understanding of what motivates people in the specific moment in their life where those choices are made and when products are used.

The InsightNow definition of Moments:

Moment = Person + Context + Motivation

When you know about the person plus the situation (context) when a product is used plus what motivates the person in that situation, you can build products and messages that are harmonious and connect intuitively with the consumer.

What Defines a Moment?

“Moments” are instances where different motivations for consumer action arise.  Consumer motivations are the result of conscious goals such as what consumers are trying to achieve (intentions) and unconscious perceptions based on past experience. Moment segmentation preserves the interaction between these internal factors and external context as a consumer “steps into” different moments of their lives.  Preserving this interaction of the moment leads to the granularity required for deeper insights.  Much of consumer behavior is irrational.  To capture more relevant consumer insights you need to understand not only rational behavior, but also irrational behavior.  Our definition of moments covers both rational and irrational behavior.  Need states only address moments that result in rational behavior, thus understanding ‘moments’ encompasses a larger perspective.

So how are ‘Moments’ different than Need States?

Needs states work give you an understanding of a person’s general goals/concerns/beliefs/attitudes/ideals in life. They are general to a person and are highly impacted by a person’s cultural, demographic, socio-economic background, their life stage, life values, time styles and personality. Therefore needs states give you a good solid view of the patterns in what people value. These tend to be very rationally defined sets of information.

why_moments_graphic

Moments take this knowledge and focus in on application to a specific moment in a person’s life with the goal of understanding in that moment what motivates them to make a choice and what cues their behavior. Moments focus on understanding the underlying motivator and subconscious cues.

The simple example we often use is the following humorous graphic.

why_moments_comic

On the left we see that the person has general values and beliefs that are quite true and accurate; yet, in a specific moment in life, their motivations and the environmental and product cues drive them to make choices that don’t always clearly align with their values and beliefs. The myth is in the title of this cartoon. Consumers don’t lie, they are just being asked about significantly different things. On the left they are san context, on the right they are in a moment. The moment makes all the difference and you must put them in the moment to get the information which will truly help you.

How To Apply Moment Segmentation?

We have discovered five exciting, new applications where moment segmentation leads to actionable, deeper insights for marketers, innovators, developers, retailers, and advertisers:

1. For the marketer - moments provide more degrees of freedom for differentiation.  Maslow’s needs states limits marketers to differentiate products on their fulfillment of functional needs such as health, wellness, and safety or self-actualization such as to have preferred sensory experiences.  Moments go beyond these needs to broaden the playing field for brands – opening new vistas to differentiate on the basis of both context of occasions and situations on the path to purchase where consumers seek to fulfill desires for self-social identity through self-expression or to experience products that alleviate boredom, surprise, or amuse.

2. For the innovator - moments are basic building blocks to apply behavioral economics to the problem of innovation.  Moment segmentation leads to economic quantifications of reach, frequency, and use behavior within moments with the added insights into why reach, frequency and use occur in these moments.

3. For the developer - moments provide a basis to translate concepts into tangible products, packaging and product line positioning.  Moments form the basis to build into products sensory cues that signal the benefits promised by the brand – so that consumers will intuitively understand products – i.e. offer products that lack cognitive dissonance or to build into products unique, new cues that signal and differentiate (unconsciously) benefits.  

4. For the retailer - moments provide a basis for retailers to design their stores and to merchandize products – around the moments within which consumers seek fulfillment.  

5. For the advertiser - moments can be linked together to understand current, emergent or future paths to purchase – e.g. series of moments in different contexts to achieve a task or to fulfill specific concerns and/or desires that lead to changed behavior.