'Digital Satisfaction Index' Launched

US research partnership The Intent Lab has launched a digital consumer satisfaction index, examining how consumers make connections with a brand before deciding whether to engage and purchase something, or go elsewhere.

The Intent Lab has been formed through a partnership between the Northwestern University Medill School of Journalism, Media and Integrated Marketing Communications; and Publicis-owned performance marketing agency Performics Worldwide. The new Digital Satisfaction Index (DSI) includes original research studies tied to brands, to help those brands better understand their customers' online behaviour.

To construct the DSI, the partners conducted in-person consumer interviews with probabilistic and non-probabilistic samples of more than 3,000 US and UK participants. These interviews identified four key factors of consumer satisfaction: trust, utility, social and privacy; and the overall DSI score, based on a 100-point scale, indicates how satisfied users are with those four factors weighted by the importance of each factor. Statistical analysis can be used to quantify the impact of the different digital content combinations on purchase intent and other dependent measures; and segmentation analyses can identify commonalities in the patterns of the digital footprint among participants.

Performics CEO Michael Kahn comments: 'We built the Intent Lab because we firmly believe intent is the single-most important marketing variable, shaping the way we deliver results for our clients. The Digital Satisfaction Index is a new industry standard, illuminating game-changing insight into online user perceptions. This knowledge will arm brands with the ability to harness the power of marketing in a post-digital world'.

Web sites: www.theintentlab.com , www.northwestern.edu and www.performics.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.