Mindset Moments

Want to understand and change consumer or B2B behavior?  Initiate growth? Disrupt habits?  Reinforce habits?  Leverage the power of consumer mindsets for different moments.

Mindset Moments = A group of people with similar mindsets and motivations for decision behavior in a specific context, situation or scenario.

For example, consumers shopping at Walmart for an everyday wine.  That mindset and motivation is very different than when the same consumers are shopping at a wine store looking for a gift to impress someone or when they are on their mobile phone researching what beverages to serve at a work event.  The consumers mindsets for those different moments drive different buying behavior and what they will find relevant and act on.

What we do:   Identify mindsets and motivations for different slices of life and then size the market opportunities.   That is actionable to tailor point of sale, packaging, advertising and marketing to be more contextually relevant. And for R&D Innovation teams to identify opportunities for new products and services.

By understanding, sizing and segmenting consumer and B2B customers for different Mindset Moments, our clients gain a competitive edge to:

  • reinforce decision-making habits
  • disrupt and/or change habits
  • uncover what will drive buying behavior

Marketing teams work with us to apply our framework to increase the relevancy of their messaging, packaging, advertising and point of sale to change or reinforce buyer behavior for specific slices of life to increase relevancy, which drives marketing effectiveness and buyer behavior.

Customer experience teams work with us to understand consumer or customer motivations and mindsets for specific moments to create and hone customer experiences that will meet and exceed expectations for different mindset moments.

R&D and innovation teams apply our framework to uncover the product triggers, cues and motivations/mindsets for consumers that drive behavior.  For example, when marketing tells R&D “develop a drink that makes a consumer feel like a day on the beach”, we partner with R&D teams to get the specific consumer insights needed about what combination of product ingredients, smell, look, feel and taste deliver the emotional benefit of “Beach Moment” in a beverage product. We do this through rapid, iterative qual and quantitative research and collaboration with R&D teams.

R&D teams also use our framework for identifying new opportunities like meal replacement, pre-sports hydration or commute boredom and then conduct research to design what products can be developed for those situations.

Uncovering and understanding Mindset Moments includes:

  • story
  • An emotion
  • motivation
  • behavior
  • context
  • An opportunity for a brand to be the hero

What’s your hero moment?

What are the specific moments where your brand, product or service has the opportunity to be the hero?  We can help you figure out how to Win the moment and Win the Market!