Zero Moment of Truth: a marketing concept describing research people do before making a purchase decision.
A practical example
A prospective client reads reviews, compares services and checks project evidence before contacting a supplier.
What to watch for
It is a planning model rather than a measured stage every buyer follows. Customer journeys can be iterative and involve several decision-makers.
Related reading
Explore Search Intent and Word of Mouth (WOM). See how this fits into Digital marketing services.