Vision Report

The Anatomy Of A Moment

Create A Consumer Moment With Context And The Four W’s

April 12th, 2022
Jessica Liu, Principal Analyst
Jessica Liu Principal Analyst
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
Julie Ask, null
Julie Ask
Ryan Skinner, null
Ryan Skinner
With contributors:
Fiona Swerdlow , Gabrielle Raymond , Diane Lynch

Summary

The next battleground to serve and win customers: their moments. Brands must assemble multiple moments to add up to a whole customer experience. But before creating moments, companies must first understand a customer’s context. Then, companies should ask themselves four critical questions about the consumer (who), the context (what), the channel (where), and the trigger (when). This report examines the components that make up a moment.

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