🧢 Coach T’s Recap
Heavy buyers behave differently from occasional buyers. Measuring purchase frequency helps you see how your brand performs across both.
Awareness, consideration, and usage are powerful metrics on their own. Purchase frequency simply adds another layer of context.
Someone who buys monthly interacts with the category differently from someone who buys once a year. Their exposure to brands, decision cycles, and buying habits are not the same. Heavy buyers tend to be more engaged with the category, while light or occasional buyers often make decisions less frequently and with different triggers.
Looking at total brand health gives you the full picture. Layering in purchase frequency helps you understand how that picture shifts across different levels of category engagement.
What is the purchase frequency filter?
The purchase frequency filter asks consumers how often they typically buy or use products in your category. This lets you segment brand health by level of category engagement.
What does this look like in practice?
Let’s say you are measuring brand health in athletic footwear.
Some people buy running shoes every few months. Others replace them once a year.
By asking:
How often do you typically purchase athletic footwear? Please select the option that best describes your buying habits.
Once a month or more
Every few months
A few times a year
Once a year
You can then view brand health within each frequency segment.
Is awareness strongest among heavy buyers but weaker with light ones?
Is growth coming from reaching more occasional buyers?
Are you overly reliant on a small group of loyal, frequent purchasers?
Where to find this in Tracksuit
Category purchase frequency appears as a filter in the Demographics dropdown across the platform.
When is this useful?
Purchase frequency filtering is especially valuable when you want to:
What you can do | What this unlocks for you |
Understand category buying cadence | Time marketing efforts to when consumers are most likely to buy |
Segment heavy vs light buyers | Adjust focus between growing your customer base and deepening loyalty |
Reach light and occasional buyers | Support long-term growth by expanding beyond your most frequent purchasers |
Want to add a purchase frequency filter to your dashboard?
This is a paid add-on. Reach out to your Brand Champ to chat through whether this adds the right context for your category and business goals.