In marketing, purchase intent reflects a consumer's likelihood or willingness to buy a product or service. It captures the interest and consideration that develop before a purchase, helping brands understand whether awareness and engagement are translating into potential demand.

Purchase intent is measured through the actions consumers take. In experiential, attendance alone doesn't reveal whether someone is interested in buying. Clear KPIs help identify who moves beyond participation to demonstrate meaningful interest in a product.

For Purchase Intent, Gradient tracks three core signals. Email registrations show who is willing to share their information and continue engaging with a brand. In-store traffic measures whether an experience motivates people to visit a retail location. Samples distributed show how many consumers take the opportunity to try a product. Together, these behaviors provide tangible indicators of consumer interest and potential demand.

An activation can attract thousands of attendees, but the more valuable question is what they walk away wanting. When consumers sign up, seek out a store, or actively request a sample, they demonstrate interest that extends beyond the experience itself. Tracking those actions helps brands understand whether an activation is generating demand and encouraging the next step toward purchase.