Creative Intelligence glossary
Purchase Intent
Purchase intent is a person's stated, inferred or modeled willingness to consider buying a product or service. It is not the same as actual purchase behavior.
Why purchase intent matters
Intent can help a team understand whether a message provides reasons to consider action before a campaign outcome is available. It is one signal, not a substitute for behavior or commercial measurement.
How it can be measured
Surveys can ask people about consideration; behavioral signals can be modeled; and experiments can test changes in a defined setting. Stated intent and observed behavior can diverge because price, availability, habit and context also influence purchase.
Purchase intent versus conversion
Conversion is an observed event in a journey. Purchase intent is an attitude or propensity signal. A creative can increase reported consideration without guaranteeing a conversion, and a conversion can occur for reasons unrelated to the creative.
Creative factors
Illustrative example and limitations
A fictional software ad might make a trial offer easy to understand, increasing stated willingness to try. Actual adoption still depends on price, fit, sales follow-up and the product experience.