Traditional research has always focused on measuring what people say rather than what they actually do. Based on academic studies, the difference between measuring intentions or purchase behavior is on average 594%!
This calls for a giant need to improve the way we research purchase intent. P&G is leading the way by using transactional learning experiments. Consumers get the opportunity to put their money where their mouth is and actually purchase the products. This new approach delivers way more reliable output and drastically shorten innovation cycles, allowing to focus on the right ideas and concepts.
We will showcase how P&G partnered with Veylinx to conduct auction based transactional learning research.