Purchase Intent
Purchase Intent is a way to measure how likely customers are to buy a product or service. It's like taking the temperature of potential customers' interest in buying something. Market researchers use this to help companies understand if their product will sell well, what price people might pay, and when they might buy it. This information helps businesses make better decisions about product launches, marketing campaigns, and sales strategies. Similar terms you might see include "buying intention," "consumer intent," or "purchase probability."
Examples in Resumes
Conducted Purchase Intent studies for new product launches, resulting in 30% more accurate sales forecasts
Led Purchase Intent and Buying Intention research for major retail clients
Analyzed Purchase Intent data to guide pricing strategies across 5 product categories
Typical job title: "Market Research Analysts"
Also try searching for:
Where to Find Market Research Analysts
Professional Associations
Online Communities
Example Interview Questions
Senior Level Questions
Q: How would you design a purchase intent study for a completely new product category?
Expected Answer: A senior researcher should explain the process of creating baseline measurements, identifying target audiences, choosing research methods (surveys, focus groups, etc.), and how to account for market factors that might affect purchase intent.
Q: How do you validate purchase intent data against actual sales outcomes?
Expected Answer: The answer should cover methods of tracking predicted vs. actual sales, adjusting for external factors, and how to refine future purchase intent studies based on past accuracy.
Mid Level Questions
Q: What factors can influence purchase intent results?
Expected Answer: Should mention economic conditions, seasonality, competitive products, pricing, marketing exposure, and demographic factors that affect buying decisions.
Q: How do you measure purchase intent across different customer segments?
Expected Answer: Should discuss survey design, sampling methods, different measurement scales, and how to analyze results across various demographic and psychographic groups.
Junior Level Questions
Q: What is a purchase intent scale and how is it used?
Expected Answer: Should explain basic measurement scales (like 1-5 or 1-7 point scales), what they measure, and how they help predict potential sales.
Q: How do you collect purchase intent data?
Expected Answer: Should describe basic methods like surveys, interviews, and online questionnaires, and explain when each method might be most appropriate.
Experience Level Indicators
Junior (0-2 years)
- Basic survey creation and data collection
- Simple data analysis and reporting
- Understanding of research methodologies
- Basic statistical analysis
Mid (2-5 years)
- Advanced survey design
- Complex data analysis
- Research project management
- Client presentation skills
Senior (5+ years)
- Research strategy development
- Advanced statistical modeling
- Team leadership and mentoring
- Client relationship management
Red Flags to Watch For
- No experience with survey design or research methodologies
- Lack of basic statistical knowledge
- Poor understanding of market research ethics
- No experience with data analysis tools
