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SensoGram 5: Get Your Product Right... It's Worth It!
Repeat purchase is critical to any product: it builds brand loyalty and ensures long-term success. How can it be predicted?
One tried-and-tested method in consumer research is to have respondents rate Purchase Interest on a category scale that runs from `Definitely Will Buy', through to `Definitely Won't Buy', with gradations of interest in between. We know from experience that the `Definitely Will Buy' responses are the key; people who respond in this way are excited by the product and will almost certainly support it.
Over hundreds of different products, we find the following relationship between % `Definitely Will Buy' and the SensoMetrics Liking Score:
As you can see, the more that consumers like the product, the higher the percentage of `Definitely Will Buy'. But the shape of the curve is important.
Below 50 on the SensoMetrics Liking Scale, there is very low purchase interest: products at this level excite no one. They may just pay their way, but their performance will be lacklustre. Even at a score of 50, the % `Definitely Will Buy' is only around 10%.
But look what happens when the Liking Score increases from 50 to 60; the definite purchase interest doubles (from 10% to 20%). And when the Liking Score increases from 50 to 70, the definite Purchase Interest triples!
High liking scores translate into strong repeat purchase. It pays to get your product right.
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