We presented our research on what motivates people to engage in word of mouth at WOMMA 2015.

1. HALVERSON GROUP proprietary and confidential.1
Decision Dynamics and the
Micro-Motives for Consumer
Engagement Study
excerpts from Micro-Motives Channel Insights Brief:
Word of Mouth (WOM)
Presented to WOMMA 2015
By Halverson Group

2. HALVERSON GROUP proprietary and confidential.2
We’re focusing on WHY
We’re going to talk about WHY people engage in WOM

3. HALVERSON GROUP proprietary and confidential.3
What You’ll Walk Away With
2 key frameworks that you could apply immediately
• 6 Decision Dynamics™ that explain the thought process leading
consumers to WOM
• 13 micro-motives in the consumer journey and the role of WOM
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motives Channel Insights Brief: Word of Mouth (WOM)

4. HALVERSON GROUP proprietary and confidential.4
WOM is important – not a surprise to
anyone here
“the most powerful force shaping consumer behavior”
“the dominant decision clincher”
“the ultimate test of the customer’s relationship”
“a dominant force in the marketplace”
“the gift that keeps on giving”
1954
1967
1997
1999
2009

5. HALVERSON GROUP proprietary and confidential.5
Understanding WHY prospects and
consumers make the choices they do is
critical for delivering the right experience,
in the right format on the right devices
when the consumer is ready

6. HALVERSON GROUP proprietary and confidential.6
The underlying Motives for WOM have
largely remained the same over the
millennia – even though digital has
exploded the options for consuming,
creating and sharing information and
experiences.

7. HALVERSON GROUP proprietary and confidential.7
Our philosophy
There are 3 principles that we believe fuel winning strategies
Widen the aperture
and shift
perspectives
Deconstruct the
product or channel
into its smallest
parts
Build it back up in
ways that matter

8. HALVERSON GROUP proprietary and confidential.8
WOM in context of ALL journey Touchpoints
1
How do we uncover
the Role of WOM in
today’s Omni-
Channel Journey?
Critical to capture
the digital and non-
digital touchpoints
and which
combination and
order consumers
use each
touchpoint

9. HALVERSON GROUP proprietary and confidential.9
need /
want
decide
buy
receive
experience
WOMacrosstheconsumerjourney
2
How do we uncover
the Role of WOM in
today’s Omni-
Channel Journey?
WOM in context of ALL journey Touchpoints
1
WOM plays a
dramatically
different role
depending on your
phase in the journey

10. HALVERSON GROUP proprietary and confidential.10
need /
want
decide
buy
receive
experience
WOMacrosstheconsumerjourney
WOM in context of ALL journey Touchpoints
High involment
vs. low
involment
Long purchase
cycles vs. short
purchase
cycles
High price vs.
low price
Simple vs.
complicated
2
1
3
How do we uncover
the Role of WOM in
today’s Omni-
Channel Journey?
Role of WOM shifts
depending on
product category

11. HALVERSON GROUP proprietary and confidential.11
A few facts and figures about
WHAT types of WOM occur
in WHICH categories

12. HALVERSON GROUP proprietary and confidential.12
of people engage in
WOM in a consumer
journey
64%
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motives Channel Insights Brief: Word of Mouth (WOM)

13. HALVERSON GROUP proprietary and confidential.13
We measured 70 discrete
behaviors that could be
considered WOM
(plus an additional 80 that were not WOM)
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motives Channel Insights Brief: Word of Mouth (WOM)

14. HALVERSON GROUP proprietary and confidential.14
0
10
20
30
40
50
60
70
80
90
100 vacation
digitalmusic
service
television
cabletv
service
movieticket
beer
carinsurance
jeans
make-up
chewinggum
groundcoffee
glass/window
cleaner
facialtissue
The presence of WOM varies greatly by category
% people who engaged in WOM the last time they purchased the following
categories…
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motives Channel Insights Brief: Word of Mouth (WOM)

15. HALVERSON GROUP proprietary and confidential.15
And compared to all other touchpoints consumers
engage in, the weight of WOM varies
0
10
20
30
40
50
60
70
80
90
100 vacation
digitalmusic
service
television
cabletv
service
movieticket
beer
carinsurance
jeans
make-up
chewinggum
groundcoffee
glass/window
cleaner
facialtissue
Share of WOM in the journey (last time they purchased category)
% people who engaged in WOM the last time they purchased the following categories…
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motives Channel Insights Brief: Word of Mouth (WOM)

16. HALVERSON GROUP proprietary and confidential.16
And compared to all other touchpoints consumers
engage in, the weight of WOM varies
0
5
10
15
20
25
30
35
40
45 vacation
digitalmusic
service
television
cabletv
service
movieticket
beer
carinsurance
jeans
make-up
chewinggum
groundcoffee
glass/window
cleaner
facialtissue
Share of WOM in the journey (last time they purchased category)
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)% people who engaged in WOM the last time they purchased the following categories

17. HALVERSON GROUP proprietary and confidential.17
0
5
10
15
20
25
30
35
40
45 vacation
digitalmusic
service
television
cabletv
service
movieticket
beer
carinsurance
jeans
make-up
chewinggum
groundcoffee
glass/window
cleaner
facialtissue
Digital WOM plays a much stronger role in vacations,
digital music, cable service and jeans
Share to Digital WOM
Share to Non-Digital WOMCAR
INSURANCE
IS HEAVILY
NON-DIGITAL
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)% people who engaged in WOM the last time they purchased the following categories

18. HALVERSON GROUP proprietary and confidential.18
0
5
10
15
20
25
30
35
40
45 vacation
digitalmusic
service
television
cabletv
service
movieticket
beer
carinsurance
jeans
make-up
chewinggum
groundcoffee
glass/window
cleaner
facialtissue
The ratio of creating versus consuming WOM also
shifts by category
Share to Creating WOM
Share to Consuming WOMNON-DIGITAL
+
CREATION
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)% people who engaged in WOM the last time they purchased the following categories

19. HALVERSON GROUP proprietary and confidential.19
0
5
10
15
20
25
30
35
40
45 vacation
digitalmusic
service
television
cabletv
service
movieticket
beer
carinsurance
jeans
make-up
chewinggum
groundcoffee
glass/window
cleaner
facialtissue
And some categories involve more one-to-one WOM
Share to Broad WOM
Share to One-To-One WOM
NON-DIGITAL
+
CREATION
+
ONE-TO-ONE
% people who engaged in WOM the last time they purchased the following categories
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

20. HALVERSON GROUP proprietary and confidential.20
-30 -20 -10 0 10 20 30
Facial Tissue
Glass Cleaner
Ground Coffee
Gum
Make-up
Jeans
Car Insurance
Beer
Movie Tickets
Cable Service
Television
Digital Music Service
Vacation
Share of WOM pre and post purchase
pre post
WOM occurs throughout consumer journeys with the
majority happening prior to a purchase
%peoplewhoengagedinWOMthelasttime
theypurchasedthefollowingcategories
VERY LITTLE
POST-PURCHSAE
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

21. HALVERSON GROUP proprietary and confidential.21
Non-Digital
(face-to-face, on the phone)
Direct Digital
(via text, email, etc.)
Platform
(social media, blogs, review sites, etc.)
Consume
(passive)
Received recommendations
Observed others
Received
recommendations
Viewed status
Read content
Read reviews
Viewed images/videos
Engage/Create
(active)
Gave recommendations
Discussed with others
Gave recommendations
Discussed with others
Sent a photo/video
Updated status
Posted a comment, photo or video
Asked a question
Wrote a review
Not all WOM is created equal
Predominantly one-to-one Predominantly widespread
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

22. HALVERSON GROUP proprietary and confidential.22
Non-Digital
(face-to-face, on the phone)
Direct Digital
(via text, email, etc.)
Platform
(social media, blogs, review sites, etc.)
Consume
(passive)
17% 4% 21%
Engage/Create
(active)
32% 13% 13%
Predominantly one-to-one Predominantly widespread
Creation of WOM happens to a greater degree in
non-digital ways; consumption on platforms
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

23. HALVERSON GROUP proprietary and confidential.23
Not all categories are created equal
Non-Digital Direct Digital Platform
Consume
9% 7% 20%
Engage/Cr
eate
51% 6% 6%
Car Insurance (65% pen)
Personal Interactions and
Recommendations:
Talked in person or on the phone
with a family member
Talked in person or on the phone with someone I
did not know personally
Gave a recommendation in person or on the phone
to a family member
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

24. HALVERSON GROUP proprietary and confidential.24
Why do people engage in WOM to
various degrees and in different ways
in different categories?
6 Decision Dynamics™ that explain the
thought process leading consumers to WOM
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

25. 25 | HALVERSON GROUP
It was a habitual purchase
I tried all the options
I did not explore many options I made a quick decision
I put very little effort into it
I paid a lot of attention
It was more about thinking than doing
It was a highly considered purchase
I tried no other options
It was more about doing than thinking
I explored many options
I put a lot of effort into the choice
I did not pay attention
It was an easy choice
It was a simple choice
It was a difficult choice
It was the most convenient option
I got all the options I wanted
It was a complicated choice
It was the least convenient option
I compromised between attributes
I went with the
most familiar
I stayed in my comfort zone
I made an expected choice
I played it safe
I had a lot of info
to support best option
I tried something new
I went outside my comfort zone
I made an unexpected choice
I took a risk
I took a guess at
which was best
I considered the
long-term consequences
If chose the wrong brand, no big deal
I did not much have much to lose
if I didn’t make a good choice
I did not consider the long-term consequences
if I chose wrong brand,
it could be a big deal
I had a lot to lose if I didn’t make a good choice
It was not an enjoyable decision
I had a lot of fun
I got very little out
of the experience
I did not have fun during the process
It was an enjoyable decisionI got a lot out of the experience
I went with my head
I used logic and reasoning
It was more about thinking than feeling
It was more about doing than thinking
I went with my heart
I used instincts and intuition
It was more about feeling than thinking
It was more about feeling than doing
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

26. 26 | HALVERSON GROUP
How much EFFORT is put in?
Are you operating with the HEAD or the HEART?
How COMPLEX is the decision?
Is it a RISK to get it wrong?
Do you want to stay in or get out of your COMFORT ZONE?
Do you get ENJOYMENT out of it?
Cross-Category
Decision Dynamics Model
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

27. 27 | HALVERSON GROUP
High
Effort
Low
Effort
was a habitual purchase
tried all my options
did not explore many optionsmade a quick decision
Put very little effort into it
paid a lot of attention
more about thinking than doing
a highly considered purchase
tried no other options
more about doing than thinking
explored many options
put a lot of effort into the choice
did not pay attention
Complex
Simple
was an easy
choice was a simple
choice
was a difficult
choice
was the most convenient
option
got all the options I
wanted
was a complicated
choice
was the least convenient
option
compromised between
attributes
Open to
Change
Routine
went with the
most familiar
stayed in my comfort zone
made an expected choice
played it safe
had a lot of info
to support best option
tried something new
went outside my comfort zone
made an unexpected choice
took a risk
took a guess at
which was best
Low
Risk
High
Risk considered the
long-term consequences
If chose the wrong brand, no big deal
not much to lose if not
a good choice
did not consider the long-term consequences
if I chose wrong brand,
it could be a big deal
had a lot to lose if not a good choice
High
Reward
Low
Reward
not an enjoyable decision
had a lot of fun
got very little out
of the experience
did not have fun
was an enjoyable decision
got a lot out of the experience
HeartHead went with my head
used logic and reasoning
more about thinking than feeling
more about doing than thinking
went with my heart
used instincts and intuition
more about feeling than thinking
more about feeling than doing
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

28. 28 | HALVERSON GROUP
High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
Televisions
Cable TV Services
Car Insurance
Vacations
Streaming/Digital Music Services
Jeans
Make-up
Movie Tickets
Chewing Gum
Beer
Ground Coffee
Facial Tissue
Glass/Window Cleaner
The Cross-Category Decision Dynamic Map
Reveals the organizing principles of decisions in consumers’ minds
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

29. 29 | HALVERSON GROUP
High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
Televisions
Cable TV Services
Car Insurance
Vacations
Streaming/Digital Music Services
Jeans
Make-up
Movie Tickets
Chewing Gum
Beer
Ground Coffee
Facial Tissue
Glass/Window Cleaner
Decision Dynamics predict
the amount of time spent
in the journey
26 days
on average
9 days
on average
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

30. 30 | HALVERSON GROUP
High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
Televisions
Cable TV Services
Car Insurance
Vacations
Streaming/Digital Music Services
Jeans
Make-up
Movie Tickets
Chewing Gum
Beer
Ground Coffee
Facial Tissue
Glass/Window Cleaner
As well as the effort
High effort decisions lead to longer journeys, but the ‘heart’ further intensifies the
engagement
9 days on average
15 behaviors
9 days on average
23 behaviors
25 days on average
37 behaviors
26 days on average
63 behaviors
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

31. 31 | HALVERSON GROUP
High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
Televisions
Cable TV Services
Car Insurance
Vacations
Streaming/Digital Music Services
Jeans
Make-up
Movie Tickets
Chewing Gum
Beer
Ground Coffee
Facial Tissue
Glass/Window Cleaner
Decision Dynamics predict WOM
High Effort +
High Heart
Categories
81% use
WOM
High Effort +
Low Heart
Categories
76% use
WOM
Low Effort +
High Heart
Categories
62% use
WOM
Low Effort +
Low Heart
Categories
38% use
WOM
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

32. 32 | HALVERSON GROUP
High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
Televisions
Cable TV Services
Car Insurance
Vacations
Streaming/Digital Music Services
Jeans
Make-up
Movie Tickets
Chewing Gum
Beer
Ground Coffee
Facial Tissue
Glass/Window Cleaner
Decision Dynamics predict WOM
2.5x
WOM
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

33. 33 | HALVERSON GROUP
Effort + Heart
Categories
3 x Social
Media
Effort + Head
Categories
5 x Experts
High Effort
Categories
2.3 x Reviews
High Heart
Categories
1.6 x Direct
WOM
Televisions
Cable TV Services
Car Insurance
Vacations
Streaming/Digital Music Services
Jeans
Make-up
Movie Tickets
Chewing Gum
Beer
Ground Coffee
Facial Tissue
Glass/Window Cleaner
High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

34. HALVERSON GROUP proprietary and confidential.34
We know the Decision Dynamics that drive people
to WOM at a macro level. But what are their
motives for turning to it at various points within the
consumer journey?
13 Micro-Motives in the consumer journey

35. HALVERSON GROUP for Tom, Dick & Harry Creative co. 35
Dream
Fulfill a dream
Spark my imagination
Escape and take a mental break
for awhile
....................
Experience
Enjoy my purchase
Experience the product firsthand
....................
Embrace
Feel proud and accomplished
Embrace my choice
Celebrate
....................
Share
Give others support / advice…
Tell others about my experience
Show off my purchase
....................
Receive/Solicit
Check out what those in the
know had purchased
Learn from others experiences
and/or mistakes
....................
Make It Work
Adjust or make changes
Decide whether or not to keep
the product
Prevent others from making the
same mistake
....................
Discover the Big Picture
See the bigger picture
Figure out where to start
Linger over all the options and
choices
....................
Ease Doubt
Ease my skepticism
Get comfortable with my choice
Avoid having regrets or second
thoughts
....................
Explore Options
Sort through all the options…
Develop an initial set of options
....................
Refine & Decide
Re-evaluate my options
Narrow down and refine my
options
....................
Simplify
Find the easiest, most convenient
way to purchase
Avoid overthinking the decision
Skip all the upfront work and
research
....................
Execute
Buy the product
Make my purchase
Stick with what works
....................
Find a Deal
Look for deals or discounts…
Get a deal or save money
Compare prices
....................
We’ve identified 13 ‘micro-motives’ for touch points
*examples of key motives
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

36. HALVERSON GROUP proprietary and confidential.36
We’ve identified 13 ‘micro-motives’ for touch points
Social
Solo
Connect
MAKE IT WORK
Get it done
Investigate
SIMPLIFY
EXECUTE
Big picture
In the weeds
FIND A DEAL
With others
Emotionally
Imagine
EXPERIENCE
SHARE
RECEIVE / SOLICIT
DISCOVER THE BIG PICTURE
EASE DOUBT
EXPLORE OPTIONS
REFINE & DECIDE
EMBRACE
DREAM
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

37. HALVERSON GROUP proprietary and confidential.37
need / want decide buy receive experience
RECEIVE / SOLICIT
DISCOVER THE BIG PICTURE
EXPLORE OPTIONS
EASE DOUBT
REFINE & DECIDE
FIND A DEAL
SIMPLIFY
EXECUTE
EXPERIENCE
MAKE IT WORK
EMBRACE
SHARE
DREAM
We’veidentified13‘micro-
motives’fortouchpoints
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

38. HALVERSON GROUP proprietary and confidential.38
need / want decide buy receive experience
RECEIVE / SOLICIT
DISCOVER THE BIG PICTURE
EXPLORE OPTIONS
EASE DOUBT
REFINE & DECIDE
FIND A DEAL
SIMPLIFY
EXECUTE
EXPERIENCE
MAKE IT WORK
EMBRACE
SHARE
DREAM
WOM largely anchors
the beginning and the
end of the journey
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)
We’veidentified13‘micro-
motives’fortouchpoints

39. HALVERSON GROUP proprietary and confidential.39
need / want decide buy receive experience
RECEIVE / SOLICIT
DISCOVER THE BIG PICTURE
EXPLORE OPTIONS
EASE DOUBT
REFINE & DECIDE
FIND A DEAL
SIMPLIFY
EXECUTE
EXPERIENCE
MAKE IT WORK
EMBRACE
SHARE
DREAM
Prevent others from making the same mistakes that I did
Get a response from friends or family
Dream about owning the product
Get the opinions of others I trust
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)
We’veidentified13‘micro-
motives’fortouchpoints

40. HALVERSON GROUP proprietary and confidential.40
need / want decide buy receive experience
RECEIVE / SOLICIT
DISCOVER THE BIG PICTURE
EXPLORE OPTIONS
EASE DOUBT
REFINE & DECIDE
FIND A DEAL
SIMPLIFY
EXECUTE
EXPERIENCE
MAKE IT WORK
EMBRACE
SHARE
DREAM
Non-Digital, Reviews, Blogs, YouTube
Twitter, Consumer Reviews
Facebook, Instagram, Pinterest
Direct Digital, Facebook, Forums, Non-Digital
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)
We’veidentified13‘micro-
motives’fortouchpoints

41. HALVERSON GROUP proprietary and confidential.41
DO THE MICRO-MOTIVES
CHANGE BY CATEGORY?

42. 42 | HALVERSON GROUP
RECEIVE/SOLICIT
DISCOVER THE BIG PICURE
EXPLORE OPTIONS
EASE DOUBT
REFINE DECIDE
FIND A DEAL
SIMPLIFY
EXECUTE
EXPERIENCE
MAKE IT WORK
EMBRACE
SHARE
DREAM
RECEIVE/SOLICIT
DISCOVER THE BIG PICURE
EXPLORE OPTIONS
EASE DOUBT
REFINE DECIDE
FIND A DEAL
SIMPLIFY
EXECUTE
EXPERIENCE
MAKE IT WORK
EMBRACE
SHARE
DREAM
RECEIVE/SOLICIT
DISCOVER THE BIG PICURE
EXPLORE OPTIONS
EASE DOUBT
REFINE DECIDE
FIND A DEAL
SIMPLIFY
EXECUTE
EXPERIENCE
MAKE IT WORK
EMBRACE
SHARE
DREAM
RECEIVE/SOLICIT
DISCOVER THE BIG PICURE
EXPLORE OPTIONS
EASE DOUBT
REFINE DECIDE
FIND A DEAL
SIMPLIFY
EXECUTE
EXPERIENCE
MAKE IT WORK
EMBRACE
SHARE
DREAM
For those that are
complex and high
risk, people are
seeking rational
engagements that
help them decide
For low reward, low
effort categories, the
lack of engagement is
reflected in a lack of
motivation to change
and engage
In highly rewarding
categories, people
are engaged in the
full journey,
celebrating, sharing
and dreaming
Low risk and simple
categories are often driven
by the anticipation of the
experience itself –
engaging in a lot in a short
amount of time
Decision Dynamics related to the ‘micro-motives’ for any
journey engagement
High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
Televisions
Cable TV Services
Car Insurance
Vacations
Streaming/Digital Music Services
Jeans
Make-up
Movie Tickets
Chewing Gum
Beer
Ground Coffee
Facial Tissue
Glass/Window Cleaner
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

43. 43 | HALVERSON GROUP
High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
Televisions
Cable TV Services
Car Insurance
Vacations
Streaming/Digital Music Services
Jeans
Make-up
Movie Tickets
Chewing Gum
Beer
Ground Coffee
Facial Tissue
Glass/Window Cleaner
However, certain
segments or
situations within a
category may reveal
different opportunities
for WOM
The epicenter of category is fairly static
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

44. 44 | HALVERSON GROUP
High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
AWAY FROM
HOME
BEVERAGES
The epicenter of category is fairly static
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)
However, certain
segments or
situations within a
category may reveal
different opportunities
for WOM

45. 45 | HALVERSON GROUP
High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
TRAVEL
BUSINESS TRIP
VACATION
PLAYDATE
KIDS ACTIVITIES
COMMUTE
WORK OUT
ROAD TRIP
SHOPPING
MEET FRIENDS
RUN ERRANDS
FOOD/BEV RUNS
MID-DAY BREAK
The epicenter of category is fairly static
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)
However, certain
segments or
situations within a
category may reveal
different opportunities
for WOM

46. 46 | HALVERSON GROUP
High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
JEANS
The epicenter of category is fairly static
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)
However, certain
segments or
situations within a
category may reveal
different opportunities
for WOM

47. 47 | HALVERSON GROUP
High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
Jeans <=$25
Jeans $26-$40
Jeans $41-$79
Jeans $80 +
The epicenter of category is fairly static
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)
However, certain
segments or
situations within a
category may reveal
different opportunities
for WOM

48. 48 | HALVERSON GROUP
High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
Jeans <=$25
Jeans $26-$40
Jeans $80 +
More Time + Effort
(20 days/92 behaviors) with a
longer post-purchase (6 days)
Slightly more in-store behaviors
PLUS WOM, digital, direct, search,
traditional
79% use some form of WOM (much
more amplified)
- 31% is non-digital
- 40% is one-to-one
Less Time + Effort
(15 days/20 behaviors) almost all
pre-purchase (13 days)
Primarily reliant on in-store
behaviors
43% use some form of WOM
- 65% of WOM is non-digital
- 72% is one-to-one
Jeans $41-$79
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

49. 49 | HALVERSON GROUP
High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
Jeans <=$25
Jeans $26-$40
Jeans $80 +
MULTI-FACETED AND AMPLIFIED
Posted a status update or
picture/video on Facebook get a
response from friends and family
Searched for or visited the
YouTube channel of a company to
discover or learn something new
Talked in person to a co-worker
show off my purchaseJeans $41-$79
SINGULAR IN FOCUS AND MUTED
Talked in person or on the phone
with a family member about jeans
so they could
skip all the upfront work and
research
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

50. HALVERSON GROUP proprietary and confidential.50
IMPLICATIONS

51. 51 | HALVERSON GROUP
High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
The challenge/opportunity for WOM:
Opportunity to optimize our WOM efforts
and investments by understanding
underlying motives WOM to continue the
conversation
WOM to extend
and ignite passion, be in
the know; several
opportunities
WOM as
entertainment; appeal
to emotional side
WOM to amplify
the fun/frivolity
WOM to engage
and entice a
conversation
WOM as
breakthrough; limited
opportunity to grab
attention
WOM as
information; appeal
to rational side
WOM to simplify
and ease doubt
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

52. 52 | HALVERSON GROUP
Opportunity to Optimize WOM efforts and investments by
understanding underlying motives
FUEL Content strategy
and creation
PINPOINT the optimal communication channel to
target specific consumers to accomplish a specific
goal
IDENTIFY the
best influencers
DELIVER the right experience, in the right format
on the right devices when the consumer is ready
SOURCE: Halverson Group 2014 Micro-Motives for Consumer Engagement Study
Excerpts from Micro-Motive Channel Insights Brief: Word of Mouth (WOM)

53. HALVERSON GROUP proprietary and confidential.53

54. WHO WE ARE Halverson Group is a strategic research agency committed to helping clients and
their agencies identify where to play and how to win.
We unlock growth and competitive advantage by uncovering and quantifying
insights into people’s lives and the behaviors, beliefs, attitudes, situations, and
cultures that influence their choices.
For nearly 20 years, we have armed executives, marketers, strategists, innovators,
and agency partners with the consumer and business intelligence they need to
more confidently make bold strategic decisions.

55. OUR TEAM
We have assembled a highly
specialized team of Social Scientists,
Data Scientists, MBAs, and
Marketing & Branding Veterans to
provide our clients and partners with
the deepest and most actionable
insights in the industry to fuel game-
changing strategies and tactics.

56. HALVERSON GROUP proprietary and confidential.56
CONTACT US
Ron Halverson, Ph.D.
President, Halverson Group
ron.halverson@halversongroup.com
Mindy Cultra
Managing Director, Halverson Group
mindy.cultra@halversongroup.com