The moment of truth

Whether it is delivering that one Olympic performance, taking the all-decisive penalty kick or the last question in a game show, the moment of truth is important and distinctive for success. There is also a lot of attention for this moment in the purchase and choice behaviour of consumers. During this moment, everything is done to win the heart of the consumer, but for many companies, the journey does not begin or end there. The moment of truth is in the middle of a decision process, and the way in which attention is paid to the customer during this entire process is decisive.

It’s all in the preparation

This year, our Brand Growth research focuses on this moment. How is this moment viewed by brands, how is it being influenced, and how is it positioned in the entire process of giving attention to customers? We know from a lot of research on Category Entry Points how people get to this moment and what brands do to be as prepared as possible. But despite the best preparations, brands can still miss the boat. In 2022, we want to uncover these aspects, understand them, and design our research even better based on these insights.

Of course, we at DVJ also have a moment of truth and given our growth over the past few years, we are increasingly included in this process and ultimately chosen at the moment itself. Success lies in the preparation and the way we handle success. That is why we like to continuously share the knowledge and experience that we gain in all the countries we operate. That is why we involve academia to learn how science thinks about similar issues. And that is why we ask thousands of marketers what they need and how they work, every single year. This knowledge is regularly shared so that our clients know our strengths, but also our weaknesses. We find it important to continue to share these experiences that occur after the moment of truth. By doing so, and asking ourselves every day how we can do things just a little bit better, we are better prepared and better able to deliver after that moment.

Small steps

Of course, this works the same in sports and game shows. You don’t win an Olympic medal overnight. It takes years of training and progress is made in small steps. Rarely do people break their own personal records by miles. I too still have this experience every week when I try to lift heavier weights. Every 2.5 kg more is celebrated as a world record. By focusing on improving all those tiny details, I still manage to break my own records. That is also the mentality we have at DVJ. One small step every day, but still a little better every day. That way we know that when it matters, during that all too important moment of truth, we are optimally prepared.