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Concept Screening: Why Purchase Intent Is Losing Its Appeal
Reliance on Purchase Intent Can Lead to Lower Success Rates
Purchase intent continues to be the primary decision-making tool used during concept screening for many consumer packaged goods manufacturers despite evidence of its drawbacks and numerous suggestions for improvement. This Point of View demonstrates how reliance on purchase intent can lead to lower success rates for consumer packaged goods products, and offers alternative solutions for determining which concepts are most likely to succeed in the real world.
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