Funnel · step 3 of 4
Purchase Rate
What % of consumers have bought your product in a given timeframe?
Who are our buyers, really?
A healthy average can hide a segment you're losing. Without those cuts, you can't see who to target or what to say.
BrightLeafBuyers by ageN = 10,000Error margin ±1.0
BrightLeaf buyers by age · Germany · % of buyers
- 18–2414%
- 25–3431%
- 35–4426%
- 45+29%
- Largest age group
- Other ages
25–34s make up almost a third of BrightLeaf buyers in Germany.
Illustrative data · BrightLeaf, Sparkling Tea · Wave 06-2026
The metrics behind it
What answers “Who are our buyers, really?”
The metrics that answer this question.
Behavior & market
Purchase Frequency
How often are consumers buying, and how do segments differ?
Behavior & market
Basket Size
How much do consumers buy in a timeframe, and what do they spend?
All part of the 30-metric framework:
Awareness & ReachLoyalty & PreferenceConsideration & Trial
How it works
From the question to the next wave.
Three steps. The dashboard updates when the wave is in — one-time, or on the cadence you set.
- 01
Pick the cuts
Choose the segments that matter for the strategy.
- 02
Field the wave
The sample represents the population being studied, with quotas, screening, and quality checks.
- 03
Target with evidence
Focus spend and messaging on the audiences that move the brand.
Also
Other questions, same tracker.
Brand health trackingIs our brand getting healthier?Competitor benchmarkingWhere do we lead, and where do we trail?Ad & awareness trackingWhich channels drive our awareness?Purchase funnel trackingWhere does our funnel leak?Brand strategy & planningWhere should the brand position itself?Shopper insightsWhere and how do shoppers choose?Usage & occasionsWhen and why do people choose us?
Target the audiences that drive growth.
A 30-minute call, or just let us know what you need.