Vision Report

The Anatomy Of A Moment

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

April 12th, 2022
Julie Ask, null
Julie Ask
Ryan Skinner, null
Ryan Skinner
With contributors:
Fiona Swerdlow , Gabrielle Raymond , Diane Lynch


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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