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What Buying Intent Means in Headspace

Buying intent predicts how likely consumers are to purchase a product, helping brands identify winning concepts, optimize products, and expand into new markets efficiently.

Understanding Buying Intent in Headspace

Buying intent (First moment of Truth), also referred to as purchase intent, is a predictive metric used in Headspace to predict the percentage of your target audience that would be interested in buying your product. By leveraging this metric and comparing this to the Buying intent of known SKU’s in the market, brands can validate concepts and make informed decisions about product development and marketing strategies.

The buying intent score is based on a top 2 box approach. We use a 5-point scale and consider only digital twins who answered "probably" (4/5) or "definitely" (5/5) when indicating their likelihood to purchase.


How Is Buying Intent Calculated?

Buying intent is primarily driven by the title and ingredients of a concept. These shape the product’s positioning—what it promises and how relevant it feels to consumers. The AI analyzes how trendy, familiar, and appealing these elements are for different target segments, predicting purchase interest based on the responses of digital consumer twins.

 

What Does Buying Intent Measure?

Unlike metrics focused solely on taste, buying intent evaluates broader factors that influence consumer decisions:

  • More than 600 Ingredients and Concept name features including:
    • Popularity, familiarity, trendiness in category and adjacent categories and certain target audience segments
    • Consumption occasions
    • Type of cuisine
    • Nutritional properties
    • Health claims
    • Sensory properties like color, taste, texture, aroma
    • Emotional appeal and mood states

Headspace’s AI uses this information to predict buying intent across a wide range of countries and categories, even in regions where liking models may not be fully developed.

 

Conclusion

Buying intent is a powerful tool in Headspace’s arsenal, empowering brands to predict consumer behavior, refine products, and make strategic decisions. By focusing on this metric, companies can save time, reduce costs, and drive innovation with confidence.