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One of the fundamental weaknesses in many approaches to measuring purchase intent is inherent in the very thing we are trying to predict: human behaviour.

Focus groups and surveys, both elaborate and simple, are staples in market research. Make an online purchase and more than likely, within 48 hours (sometimes 48 seconds) you will receive an email asking for your feedback on your ‘experience’. There are two important aspects to this. The obvious is to identify your level of satisfaction with the process and your likelihood of purchasing from the company again.

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