How accurate are ‘likely to purchase’ scores?

01 Aug 2019 | Research & Business Knowledge

We all know that people over claim in research – but by how much?

There are several ‘accepted’ approaches to this, recently shared on the ICG’s e-group.

One empirically based formula for interpreting claimed ‘likelihood to buy’ responses to actual purchase from the US weights responses thus:

  • Definite intention = factor 0.56
  • Very likely or probable intention = factor 0.22
  • Possible of fairly likely intention = factor 0.09

There is also a white paper, written by Eric & Larry Risen from BioTrak Research which looks at this issue in detail.