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 buying decisions.
3️⃣ It lacks consistency across borders, influenced by country, culture, and demographics.
4️⃣ Benchmarking is near impossible. Big brands naturally score higher due to higher penetration, skewing results.
5️⃣ You learn little. Purchase intent doesn’t predict sales or reveal brand competition insights.
Switch to MSW’s brand preference for more informed decisions that drive sales, volume, and market share.
And contact me and I’ll share a special bonus reason #6 – for why using purchase intent is a terrible decision.
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