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The Purchase Intent lens analyzes for desire. It reads the brain’s reward response: the pull toward wanting, approaching, and acquiring. Where Attention tells you whether someone is watching, Purchase Intent tells you whether watching is turning into wanting.

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What it analyzes for

  • Reward and desire as the content unfolds.
  • Whether a product reveal actually lands as appealing.
  • The moment interest tips into intent.

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When to use it

1

Timing the product reveal

Track Purchase Intent across the spot to see whether desire peaks when the product appears, or before, or never.
2

Comparing two offers

Run the same creative with two different offers and read which one drives a stronger reward response.
3

Choosing a thumbnail or hero shot

Scan a set of still frames and pick the one with the highest Purchase Intent read.

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Reading the score

  • High: the content is generating real desire. The reward response is firing; viewers are leaning toward wanting it.
  • Low: the content isn’t creating pull. It may inform or entertain, but it isn’t making anyone want the thing.

All lenses

Back to the seven lenses.