Tag: Purchase Intent
-
Why Purchase Intent is an awful question and what you should use instead
Using purchase intent as a decision metric in advertising research? Terrible idea. Here’s why: 1️⃣ It’s not predictive of sales. MSW’s Brand Preference correlates to sales at 0.87, rising to 0.92 with price and availability factored in. 2️⃣ Purchase intent asks the wrong question. MSW’s brand preference forces consumers to make a choice, reflecting true…
-
Do you ever look at your data and say, “huh?” The Unusual Statistical Phenomena of Simpson’s Paradox
Sometimes when looking at the results from survey data, we see something that makes us say “huh?” or “that doesn’t look right”. When the odd results persist after verifying the data were processed correctly (always a good practice), there is typically still a logical answer that can be uncovered after doing some digging. Sometimes the…
-
4 Key Insights You Need Immediately after Your Product Launches
Whether it’s a new-to-the world product, a line extension or just new and improved – every product launch needs a few quick key data points to help guide marketing strategy and give upper management an understanding of how it is performing. We believe that, among others, there are 4 key insights and questions that can…