The outcome of this year’s presidential election surprised many people because the expectations predicted anything but the actual results. In an article from Media Post, this recent political upset can be attributed to the differences between attitudinal and behavioral marketing analysis. “Studies and tools have focused almost exclusively on using attitude or “intent” to justify investment or success. The problem is that these studies and tools can be wrong. Intent to purchase is not a purchase, and one doesn’t always correlate with the other.”
However, television media measurement is making significant changes as companies strive to develop behavioral analysis tools. Instead of relying on survey questions or making assumptions about a target audience, advanced TV data sets have the potential to analyze customers based on actual viewing behavior. “The strategy of focusing on behavior vs. intent will reveal far greater insights and accuracy than ever before.”
To learn more, read the Media Post article here.