Research Topics:

Bus.-To-Bus. Research | Consumer Research | Psychological/Emotion Research

Content Type:

Glossary

Buying Intent Definition

A scale used to measure the likelihood that the respondent will purchase a product.

Buying intent refers to the likelihood or inclination of potential customers to make a purchase, whether it be a product or service. It is a scale that gauges the seriousness and readiness of consumers to buy. It helps marketing researchers and businesses to understand the level of interest and commitment a consumer has towards converting from a prospect into an actual customer. This scale is not a one-size-fits-all measure. Rather, it can be designed to fit a company’s needs and the varying levels of intent among potential customers. What’s more, it is a flexible scale that can be altered based on market trends and customer preferences. The effort to measure buying intent can strengthen customer relationships.

Who relies on measuring buying intent?

Marketing professionals, product managers and sales teams analyze the data gathered by measuring buying intent, then design marketing strategies, campaigns and sales approaches to target those who are more likely to make a purchase.

Why should I care about measuring buying intent?

By focusing on those in a target market who are more likely to purchase products and services, companies can maximize return on investment and sale conversion rates. This data-driven approach encourages companies to gear messaging and engagement strategies to those who are more likely to become customers.