The anger and grief over a potential pub closure in Adelaide made me link the situation to a research by Bird and Ehrenberg in 1966. There's a danger in measuring intentions to purchase (or intentions to recommend, in the same vein) -- without knowing the context of the actual usage. I thought I'd share my thoughts in this post. #marketingscience #marketing #nps #purchaseintentions #nostalgia #ehrenbergbass
Fascinating Arry Tanusondjaja this reminds me of Spring Gully. People swung into action when it was going broke, I'm sure lots of those people had intentions to buy but low actual usage.
Nikolaus Zottl
2mo
They knew the NPS was nonsense long before it even existed 🤣 I'll always remember my professor at WU Wien, Josef Mazanec, to emphasize the most important rule for operationalization: Actual behavior is the hardest currency. Whenever you can collect data on behavior, favor this over intentions. Only Fred Reichheld knows why the question is not "have you recommended brand 'X?" Probably because then all the wrong but tempting findings wouldn't work out.
Dale W. Harrison
2mo
"People don't do what they say, they don't say what they think, and don't think what they feel" – David Ogilvy What people say is on the y-axis...what people do is on the x-axis!
Michael Hawkins
2mo
That's the amazing thing with actual usage data - no one ever actually purchases as much as they think they did, nor do they use as much as they think they will in the future. Essentially the law of buyer moderation.
Marketing Director FMCG
2moThank you for the important reminder that actual usage drives purchase intent. And that high purchase intent with low usage is common for dying brands. Interesting to see that this finding was around for almost 60 years and is still widely ignored.