They must focus their research on recent purchasers over “intenders”.
The author suggests that brands should contextualise their outreach to get actionable information. Brands must analyse consumer behaviour and study their perceptions by understanding their attitudes about and engagement with the actual product category.
The author notes that brands are asking “intenders” to predict their future behaviour as a consumer. Instead, they should question the recent purchasers about their actions and their consumer behaviour. This data would be predictive and accurate since it reports on the recent decisions made by consumers instead of merely speculating on it.
Taking these steps will enable brands to continue making meaningful connections with their target audience. It can also help brands better understand their audience in the age of convenience.
[5 minute read]