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CHOICES™ OVERVIEW
How we turn consumer journey mapping upside down to help you
pinpoint when and why your brand is winning (or losing)
193 North Marion Street
Oak Park, Illinois [email protected]
2 | HALVERSON GROUP
Whereas brands and manufacturers used to have the power, consumers are now central in the new world.
From brands at the center… …to people at the center
3 | HALVERSON GROUP
To account for this change, Halverson Group developed a human-centered, media agnostic approach that turns the traditional consumer journey model upside down.
Choices is the first quantitative solution to dissect the complete consumer journey:
• What: Detailed behaviors experienced in a consumer journey
• When: The sequence in which those behaviors / touch-points happen
• Why: A deep understanding of what consumers are hoping to achieve
4 | HALVERSON GROUP
In-Store Self-Directed Word of Mouth Traditional Media Coupons/Loyalty
Websites Direct Contact Social Media Review Sources Search Engines
We measure 140+ discrete behaviors
We include the full breadth of a client’s owned properties (and all relevant behaviors), as well as other paid and earned channels.
‘the what’
5 | HALVERSON GROUP
We then sequence the touch-points through time, circling back to reflect the fact that the destination is seldom achieved in a linear manner.
• Consumers order every behavior in the sequence they occur
• The same touch-point can be used multiple times in a complete journey
• Each journey has a unique blueprint which can be dissected and aggregated
We measure 140+ discrete behaviors
‘the what’
Sequenced through time
‘the when’
X
6 | HALVERSON GROUP
We then view the behaviors and the sequence through the lens of consumer motive, to understand what compels consumer action.
• Cross-category motives are derived from a comprehensive literature review
• Dimensions examined range from:
- Rational to irrational
- Functional to emotional
- Wide to narrow
We measure 140+ discrete behaviors
‘the what’
Sequenced through time
‘the when’
X Tied to 120+ discrete motives
‘the why’
X
7 | HALVERSON GROUP
Halverson Group turns the traditional consumer journey model upside down, aggregating discrete behaviors/motives to identify the most impactful touch-points.
Trying on a new pair of
jeansBeing social about
streaming musicTalking about
television service
8 | HALVERSON GROUP
For nearly 20 years Halverson Group has armed our clients with the business intelligence needed to confidently fuel winning strategies.
As a strategic research agency we uncover and quantify insights into the behaviors, beliefs, attitudes, situations and cultures that influence human choices
9 | HALVERSON GROUP
What makes Halverson Group unique compared to our competitive set is our focus on human-centered data science.
We view the world through a broad lens
1 2
We focus on situational drivers of identity
3
We are R&D driven
9 | HALVERSON GROUP
10 | HALVERSON GROUP
We are focused not just on explaining the current world, but on improving its future state for our clients through the three pillars of our offer.
Segmentation should allow you to upend the rules of your category and motivate
more consumers to hire your brand.
Jobs to Be Won™ Reality Tests™Choices™
Your new solutions have a higher probability of succeeding when properly
identified and pressure-tested.
Destination mapping tells you how to deliver the right message to the right
audience at the right time.
11 | HALVERSON GROUP
What makes us excited to come to work every day is the knowledge that our partners benefit from our research and our insights.
The Halverson team is incredibly knowledgeable and very, very innovative. They’re in the forefront in this space and are experts in the field. They are very, very innovative. We really liked the techniques they were bringing.
Senior Brand ManagerGlobal CPG Company
