Executive Summary
A leading CPG brand in the restaurant-to-retail meal kit category found that fewer than half of its buyers intended to repurchase, but existing research could not explain why. Using Motivations IQ, AI-powered predictive modeling built on PhD-level behavioral science frameworks, the team identified "Relatability" as the single most critical emotional driver for growth. Despite its importance, the brand significantly underperformed on this dimension. Simulation models projected a 9-21% purchase intent opportunity if the perception gap could be closed.
The Challenge
Despite strong awareness and initial trial, fewer than half of buyers (45%) intended to repurchase, with at-risk segments showing intent as low as the high-twenties. The brand had no way to pinpoint which perception gaps to fix first.
The Objective
Identify the single most actionable motivator driving repurchase intent, quantify the gap between brand perception and customer expectation, and simulate the business impact of closing that gap across at-risk segments.
The Motivations IQ Solution
GOcxm's Motivations IQ combines AI-powered predictive modeling with PhD-level behavioral science frameworks to move beyond descriptive segmentation. Instead of asking what happened, it quantifies why, scoring the emotional and rational drivers behind purchase decisions and simulating the impact of strategic changes.
- 1
Segment Mapping
Purchase intent varied dramatically, from the high-twenties in at-risk segments to 77% in the strongest, revealing where the brand was winning and where it was losing ground.
- 2
Motivator Ranking
"Relatable" emerged as the top motivator for purchase intent, distinctly different from the key competitor where "Empathetic" ranked first.
- 3
Unpacking the Gap
Despite Relatability ranking as the top motivator, only 28% of buyers rated the brand positively on this dimension, pinpointing the critical perception gap to close.
- 4
Priority Actions
Two concrete recommendations: strengthen the brand story through retail packaging and POS, and improve the at-home product experience.
- 5
ROI Simulation
Models projected a 9-21% purchase intent opportunity if the Relatability gap could be closed, giving leadership a quantified case before committing budget.
Results & Insights
The charts below quantify the two core findings: which motivators matter most, and how much purchase intent could improve if the top gap is closed.
Motivator Importance to Purchase Intent
Side-by-side comparison of top motivators ranked by relative importance to purchase intent. The highlighted row marks each brand's #1 driver.
Key Competitor
Motivation Importance Rating
Brand
Motivation Importance Rating
Action stat: only 28% of BRAND purchasers gave positive delivery ratings on "Relatability"
Simulated Purchase Intent Improvement
Projected lift in purchase intent if "Relatability" perception improves across each segment. At-Risk Segment A showed the highest recovery potential.
*Illustrative to protect brand identity / confidentiality*
From Insight to Advantage
Motivations IQ turned a vague "repurchase is declining" problem into a quantified action plan with projected ROI by segment, all before the brand committed a dollar of additional budget.
