So How Do I Find out about Intent?

The bad news has been that lazy digital marketing based on “buckets” of audiences, whether they are tribes or demographically defined segments, isn’t the best way forward. However, much of the information needed to understand intent is either available online or resides within an organization.

To start things off we have set up a site at intentindex.com where we share top-line research results about the intent of consumers going online. This shows seven main categories of intent that we have identified:

• Shop
• Learn
• Have fun
• Socialize
• Personal expression
• Advocate
• Do business

Clicking any of these categories allows you to drill down a bit further into the data. We hope to re-run this on a regular basis so feel free to check back for new or updated data points.