The mission of the Intent Lab is to uncover the motivation behind consumers purchase behavior and deliver influential marketplace insights to strengthen brand engagement.

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Intent Lab December 13, 2016

Q4 Digital Satisfaction Index Summary

In partnership with Northwestern University, Performics launched the second wave of ...

Intent Lab December 12, 2016

Q4 Northwestern University and Performics Digital Satisfaction Index (DSI™) Measures Online Consumer Satisfaction in the U.S., Germany & China

Study finds Chinese most satisfied with digital experience, privacy concerns impact ...

Intent Lab September 23, 2016

Does Back-to-School Online Shopping Really have to be a Chore?

Everyone loves retail online shopping, right? Maybe not. New research from ...
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Intent Lab is a research unit created by Performics and Northwestern University.

Our purpose is to find new ways to strengthen brands through an improved understanding of how consumer decisions are made and how brand engagement can be improved.

Intent Lab research will enable brands to relentlessly optimize against consumer intent to drive measurable performance: Visibility. Relevancy. Conversion. Sales. ROI.

Understanding Intent Means Understanding How Consumers Decide at every stage of their journey

Consumer intent is the single largest performance marketing variable.

  • Intent shapes our search queries.
  • Intent dictates our purchase paths.
  • Intent mediates meaningful interactions with brands, regardless of channel, media, or content type.

intent-lab_image135x135_01 The Intent Lab will regularly produce customized research for brands and technology platforms.

These studies will be formulated to test hypotheses significant to each individual brand or platform, but will all revolve around uncovering and activating consumer intent during the pathway to purchase. They will utilize varied research methodologies and data sources.

intent-lab_image135x135_02In every intent moment, consumers are flooded with digital brand messages and interactions, some that are enabling and empowering, some that are intrusive and annoying.

The Digital Satisfaction Index™ (DSI) is the new industry standard identifying drivers of digital consumer satisfaction on a quarterly basis across a variety of markets and verticals. Marketers can use the DSI learnings to create better consumer experiences and interactions, ultimately driving engagement and converting intent into revenue.

Check out the Q3 2016 and Q4 2016 report!

WHAT DOES IT MEAN FOR MARKETERS AND BRANDS

Through the Intent Lab, we aim to uncover insights that will arm brands with a new level of understanding that is critical to establishing meaningful consumer connections and ensuring relevance across the path-to-purchase; ultimately influencing choice and motivating purchase.


Steering Committee and Research Team


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Frank Mulhern
Associate Dean, Department Chair and Professor of Integrated Marketing Communications, Northwestern University Medill School


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Marshall Kohr
Director, Integrated Marketing Communications Program, Northwestern University Medill School


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Ashlee Humphries
Associate Professor and Research Lead, Northwestern University Medill School


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Mathew Isaac
Professor of Marketing, Seattle University


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Craig Greenfield
Chief Operating Officer, Performics Worldwide


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Joe Reinstein
EVP Integrated Solutions, Performics


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Esteban Ribero
SVP Planning & Insights, Performics


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Burcu Agma
Senior Planner, Performics



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