Purchase intent is a consumer intelligence metric that captures the probability a person will buy a specific product or service, typically within a defined period. Researchers use purchase intent to evaluate new concepts, refine pricing strategies, assess campaign effectiveness, and prioritize product development investments. Unlike behavioral data, which records what consumers have already done, purchase intent research surfaces the reasoning behind future decisions, including the emotional drivers, perceived value, and competitive alternatives consumers are weighing. In qualitative research, purchase intent goes beyond a simple likelihood score to uncover the why behind consumer commitment, hesitation, or rejection, giving teams the depth they need to act with confidence.