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How do I choose the right phrasing for the Purchase Intent and Consideration indicators?

PreviousHow to add a profiling question?NextHow to adjust my creative?

Last updated 1 month ago

It’s up to you to decide which action verb you want to use for the Consideration and Intent indicators.

​As a reminder:

  • Consideration measures the impact of advertising recall on purchase consideration. This indicator measures the extent to which the brand is a possible option for meeting an individual’s purchasing needs.

  • Purchase intent measures the impact of advertising recall on the individual’s purchase intent. The indicator assesses a consumer’s willingness to make an immediate purchase involving the brand.

When setting up your Brand lift, you can choose from a list of action verbs that best suit the brand, product or service: buy, subscribe, visit, offer, join, download, book, use, consider. The phrases selected for consideration and/or purchase intent are directly applied to the survey.

For example:

  • If the campaign is about the city of “Paris”, you could choose: ​In the future, would you consider visiting Paris? Today, do you intend to visit Paris?

  • If the campaign is about a music streaming platform / app such as “Deezer”, you could choose: ​In the future, would you consider subscribing to Deezer? Do you intend to subscribe to Deezer today? or ​In the future, would you consider downloading Deezer? Today, do you intend to download Deezer?

Please note that the right action verb depends on the campaign objective, brand, product, service, offer, context and so on.

Our list of options covers most industries, but if you wish, you can also choose the generic version of these indicators, which works with most brands/products.

Here’s the full phrase list:

Verb

Buy

Consideration

In the future, would you consider buying [brand/product]?

Intent

Today, do you intend to buy [brand/product]?

Verb

Suscribe

Consideration

In the future, would you consider subscribing to [brand/product]?

Intent

Today, do you intend to subscribe to [brand/product]?

Verb

Visit

Consideration

In the future, would you consider visiting [brand/product]?

Intent

Today, do you intend to visit [brand/product]?

Verb

Give as a gift

Consideration

In the future, would you consider giving [brand/product] as a gift?

Intent

Today, do you intend to give [brand/product] as a gift?

Verb

Sign up

Consideration

In the future, would you consider signing up to [brand/product]?

Intent

Today, do you intend to sign up to [brand/product]?

Verb

Download

Consideration

In the future, would you consider downloading [brand/product]?

Intent

Today, do you intend to download [brand/product]?

Verb

Book

Consideration

In the future, would you consider booking via [brand/product]?

Intent

Today, do you intend to book via [brand/product]?

Verb

Use

Consideration

In the future, would you consider using [brand/product]?

Intent

Today, do you intend to use [brand/product]?

Verb

Consider / Buy (generic version)

Consideration

In the future, would you consider [brand/product]?

Intent

Today, do you intend to buy a product or service from the brand [brand/product]?