Research Topics:

Consumer Research | Promotion Dev./Evaluation Studies

Industry/Market Focus:

Consumers

Content Type:

Glossary

Active Buyer Definition

Customer whose latest purchase was made within the last 12 months.

In the context of marketing research, active buyers are people or entities who are currently buying or otherwise active in the marketplace to purchase products or services in a specific market or industry. The buyers are potential customers who are actively engaged in buying decisions, thus providing insights into the current demand and trends within a specific market. Their purchasing behavior and preferences can help businesses design their products or services to meet customer needs effectively. Market research focused on active buyers enables companies to make informed decisions about pricing, positioning and marketing strategies. These insights also permit businesses to identify emerging opportunities and potential areas for growth.

Who relies on active buyers?

Producers, merchants, market researchers and marketing professionals rely on data about active buyers to better understand market trends, preferences and behaviors. Market research firms, product developers and sales teams use this information to design marketing strategies and offerings that are tailored to the needs of active and potential customers.

Why should marketing researchers care about active buyers?

Adequately understanding the behavior and preferences of the active buyer is critical for business owners, marketers and product developers to remain competitive in the marketplace. Research gathered from active buyers can be used by businesses to identify potential customer segments, create targeted marketing campaigns and develop products that increase customer satisfaction, company sales and revenue.