Measuring
Buying moment
The specific thing a buyer is trying to do when they ask: work out what a symptom means, compare two kinds of solution, ask for a shortlist, check whether a brand is legit. Every question in the bank tests one buying moment, grouped under its phase.
All help
What to do
- Read each red row as a kind of page to make. A gap on Selection criteria wants a checklist. A gap on Shortlist or Alternatives is answered from third-party roundups and review sites, so it is usually a placement. A gap on Trust wants proof: case studies, reviews, named clients.
- Being visible once someone knows your name (Straight evaluation, Trust) but absent before that (Shortlist, Options landscape) is the most common shape, and it means the buyers who never heard of you never will.
How it works
- The moments come from a fixed catalogue: four at Awareness (Symptom, Cost or impact, Options landscape, Trigger event), four at Consideration (Category comparison, Selection criteria, Fit for my situation, Shortlist) and five at Decision (Straight evaluation, Head to head vs competitor, Value for money, Alternatives to competitor, Trust).
- The bank is planned per organisation, so not every moment appears for everyone. Only the moments this bank tests are listed.
- Questions written by hand, or generated before the bank carried moments, sit in an Unclassified row. Nothing is dropped, so the rows always add up to the bank.
- History points are re-sliced from the current question rows, so this breakdown works for snapshots taken before moments existed.
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