For decades, marketers have relied on the Intent to Buy rating scale to assess customer purchase behavior when presented with a product or in-store concept. The Intent to Buy question is just one part of the traditional survey used by researchers, and focuses on what percentage of people say they would likely purchase a product. For decades it has been the best metric given the tools available. But that’s no longer the case—virtual research can now provide companies with observed purchase behavior.
Click below to learn why attitudinal data falls short when it comes to creating in-store concepts that move the needle.