Research Topics:

Consumer Research | Data Analysis

Content Type:

Glossary

Causation Definition

The inference that a change in one variable is responsible for an observed change in another variable.

Causation is the relationship between a specific factor or variable, called the cause, and a particular outcome, called the effect, in which the cause directly influences the occurrence of the effect. It involves a cause-and-effect relationship in which changes in the cause result in predictable changes in the effect. In marketing research, causation provides insights that help businesses make informed decisions. Establishing causality can explain changes in consumer behavior that are due to specific actions, products or strategies. This can lead to replicating successful outcomes and troubleshooting unsuccessful ones.

Who relies on causation?

Marketing researchers, analysts and professionals use causation to identify and understand factors that lead to certain consumer behaviors, purchasing decisions or responses to marketing strategies. What’s more, businesses can make informed decisions to optimize their marketing efforts and resource allocation by relying on causation.

Why should I care about causation?

Causation allows marketing professionals to move beyond correlation – simple associations between variables – and studying the underlying mechanisms of consumer behavior. Identifying causal relationships can pinpoint factors that influence customer actions. This knowledge can lead to the creation of more effective marketing campaigns, strategies and resource allocations.