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Purchase intent scales Definition

Scales used to measure a respondent's intention to buy a product.

Purchase intent scales are survey tools used to measure how likely a respondent is to buy a product or service. Typically formatted as a Likert scale, they help researchers gauge consumer interest and forecast potential market success.

What are key aspects of purchase intent scales in marketing research?

• Often use a 5- or 7-point Likert scale (e.g., "definitely would buy" to "definitely would not buy").
• Can be product-specific or concept-based.
• Used to segment consumers by likelihood of purchase.
• Common in concept testing and ad evaluation.
• May be used alone or alongside other attitudinal or behavioral metrics.

Why are purchase intent scales important in market research?

These scales help predict consumer behavior and guide business decisions. By quantifying intent, brands can estimate product demand, compare competing concepts and prioritize development efforts before a full launch.

Who relies on purchase intent scales in marketing research?

• Brand managers.
• Product development teams.
• Ad testing researchers.
• Market forecasters.
• Innovation and insights professionals.

How do market researchers use purchase intent scales?

Market researchers deploy purchase intent scales in surveys to understand how consumers feel about a new product, concept or campaign. Respondents are asked to rate their likelihood of purchasing, typically using a scaled response format. The resulting data allows researchers to identify high-potential offerings, assess market readiness and estimate trial or adoption rates. These scales are often used in early-stage testing to reduce launch risk and provide directional input for product or messaging refinement.