First Purchase Research helps brands grow penetration. Our Approach requires a subtle shift of focus, where brands target winning First Purchases, rather than new buyers. “First Purchases” are the purchase occasions when a brand gains a new buyer. Brands need to win a number of First Purchases each year to replace the buyers that they lose, and even more First Purchases to grow. Critically, First Purchases of a brand are seen to be very different to other purchases, especially in terms of pack, price and channel. We help brands understand these differences and develop strategies to win First Purchases.