Buying Intent
121.30+53.50
Trust
63.80−24.70
Desire
154.20+108.40
The dot has moved up. So has consumer Buying Intent.
Buying Intent and Desire rose sharply over the year. Trust fell.
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.
Why Hyundai’s #3 rank in Aug ’25 and Aug ’26 are poles apart
Still #3, but now 4.8% behind #2, from 39.2% a year earlier.
@10Jio@10: Buying Intent falls 11%
Still #1, but its share of category Buying Intent fell from 69.1% to 61.3%.
#1
#2More brand reads
710%in 16 months
Birla OpusBrand Then Now Change Birla Opus13.90 112.80 +710% 
51.30* 57.10 +11% 
415.50 377.40 −9% 
39.20 32.20 −18% Birla Opus has grown Buying Intent 710% in 16 months
13.9 to 112.8 in 16 months, while Asian Paints and Nerolac fell.
- Signature35.80
- Royal Stag22.90
- Imperial Blue3.50
Tilaknagar acquired Imperial Blue. It has not acquired its Buying Intent.
Buying Intent 3.5 in July ’26, against 35.8 for Signature and 22.9 for Royal Stag.
Trust | July MoM−19.42%Category Trust+17.6%
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 is not yet clear.
Your brand is moving, and the reason is unclear
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 cannot 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.
Illustrative BII interpretation rather than 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, revenue information and agency intelligence; it does not replace them.