Buying Intent Index, powered by TRA Research

BII Use Cases

When Should Your Brand Use BII?

See how Consumer Buying Intent is changing — where, among whom, and what to do next.

Monthly research
16 cities
400+ questions
Audience, city and zone-level

Brands through the Buying Intent lens

How we read opportunities, challenges and shifts in brands

We examine noteworthy developments we see across brands and categories — and use Buying Intent, Brand Trust and Brand Desire to understand what may be happening underneath.

Independent BII analyses. Brands featured are selected because we find the market development noteworthy; inclusion does not imply a client relationship.

  • Rebrand / Turnaround

    Vi

    Can Desire recover before Trust?

    Buying Intent · Aug ’25 → Aug ’26

    Buying Intent: 67.8 to 121.3, Aug ’25 to Aug ’26.

    Brand Desire
    45.8 to 154.2
    Brand Trust
    88.5 to 63.8

    Vi’s Buying Intent and Desire moved sharply up even while Trust declined. A brand recovery may not move every consumer measure at the same time.

    What follows next — Trust?

  • Competitive position

    Hyundai

    Can the same rank hide a completely different competitive position?

    Buying Intent · Aug ’25 → Aug ’26

    Buying Intent: 218.3 to 816.2, Aug ’25 to Aug ’26.

    +274% YoY

    Category rank
    #3 to #3
    Distance to #2, Aug ’26
    Only 4.8% behind

    The rank did not change. The competitive distance did. Rank alone can conceal a major movement in brand strength.

  • Market leadership

    Jio

    Can a leader weaken before it loses leadership?

    Category Buying Intent share · Aug ’25 → Aug ’26

    Category Buying Intent share: 69.1% to 61.3%, Aug ’25 to Aug ’26.

    −11% YoY

    Brand Trust
    minus 13% YoY
    Brand Desire
    minus 27% YoY
    Category position
    Still #1

    Leadership can remain intact even while the consumer pull supporting that leadership begins to weaken.

More brand reads

  • M&A / Acquisition

    Imperial Blue

    What consumer strength comes with an acquisition?

    Buying Intent · July ’26

    Buying Intent: 3.5, July ’26.

    Signature · Buying Intent
    35.8
    Royal Stag · Buying Intent
    22.9
    Brand Desire, May–Jul ’26
    1.2 to 4.4 to 5.8

    An acquisition can immediately transfer sales, scale and distribution. Consumer keenness to buy the brand is a separate asset that may still have to be built.

See all brand analyses

These are individual market reads. The same BII framework can be used across a wider set of brand decisions.

Start with the question your brand needs answered

Six moments when a brand has a decision to make — but the reason behind a change isn’t yet clear.

Your brand is moving — but you don’t know why

Is the change coming from the brand, the category, competitors, an audience or a market?

Output · Monthly Brand Movement Brief

You need to find your most responsive audience

Which consumers show greater keenness to buy — and what sets them apart?

Output · Target-Group Opportunity Profile

One national strategy can’t work everywhere

Which cities and zones need a different market approach?

Output · City-Zone Opportunity Plan

The brand needs to know what to say next

What should the communication achieve, say and sound like today?

Output · Brand Communication Brief

Advertising must become more locally relevant

How can communication vary by market without fragmenting the brand?

Output · Micro-Advertising Direction

A campaign or market event needs interpretation

What changed before, during and after — and among whom?

Output · Campaign and Market Movement Review
Every question is read acrossBrand TrustBrand DesireConsumer Buying IntentAudienceCity & ZoneCategoryCompetitors

BII City Lens

One Brand. Different Markets. Different Readiness.

A national average can hide where a brand is gaining relevance and where a different market action may be required. City Lens reads cities and zones through their consumer profiles and their relationship with the brand.

Zone AZone BZone C

Illustrative BII interpretation — not a live brand reading.

Zone A
Strong Consumer Buying Intent, but weaker differentiation
Possible implication · May suggest reinforcing distinctiveness.
Zone B
High Brand Desire, but relatively lower Brand Trust
Possible implication · Indicates an area to build reassurance and credibility.
Zone C
Strong category readiness, but weaker brand preference
Possible implication · Could merit greater attention to competitive salience.

Micro-Marketing

Changes the market action:

Which market & zoneWhich audienceWhich propositionWhich channel

Micro-Advertising

Changes the communication:

Which messageWhich languageWhich toneWhich creative cue

Micro-Marketing changes the market action. Micro-Advertising changes the communication within that action.

BII doesn’t end with an insight

BII moves from understanding a change to the documents your teams can act on.

Understand

What changed, where, and among whom.

Decide

What to prioritise, strengthen or investigate.

Create

Communication, target-group and market direction.

Share

CMO, agency and market-team documents your teams use.

Built for CMOs, consumer-insights, brand, agency and regional market teams.

Which of these questions is your brand trying to answer?

See how BII reads your brand, its audiences, markets, category and competitors.

BII complements internal research, brand data, sales information and agency intelligence — it doesn’t replace them.