Why do Indian consumers change their buying decisions? AI helps brands track actual shopping behaviour

AI-powered research platforms such as Smytten's PulseAI are helping brands uncover the gap between what Indian consumers say they prefer and what they actually purchase. 

AI-powered consumer research platforms are helping brands understand the difference between stated shopping preferences and actual purchasing decisions in India. PulseAI Research, an AI-led consumer intelligence platform developed by Smytten, combines traditional survey responses with behavioural data to track how shoppers discover, evaluate and purchase products, Business Today reported.

The platform is designed to help businesses understand why consumers who show interest in a product in surveys may end up buying a different brand or product when presented with a different price, brand or promotion. According to Smytten, PulseAI Research has crossed 200 enterprise clients in just over two years and now contributes nearly 25% of the group's revenue.

Why traditional consumer surveys may fall short

Brands have relied on consumer surveys in the past to gauge demand, spin up product ideas and gain insight into purchasing behaviour. However, stated intentions do not always reflect actual shopping decisions.

PulseAI Research says that consumers will respond well to a product if they are looking at it by itself, but when other products are introduced and they know the same brand and different prices, consumers tend to switch their preferences.

“It is not a matter of survey data vs behavioural data; it is about understanding what people say, what they do, and why sometimes it does not match up to their behaviour,” said Swagat Sarangi, co-founder of PulseAI Research and Smytten.

How AI tracks actual shopping behaviour

PulseAI overlays survey insights on behavioural data from product discovery, trials, shopping and repeat engagement. The platform enables researchers to present simulated products and competing products in a simulated discovery process.

Pragya Singha Roy