Understanding the impact of different marketing tactics is critical ' especially today. ROI is something that we talk about daily. However, determining exactly what that impact is, or defining ROI can be a bit of a grey area. For example, take a look at the following chart. We asked consumers how frequently different tactics impact their purchase decision. Over 80% stated that coupons and sampling influence their purchase decisions. These numbers are self-reported behaviors ' not actual behaviors. Put differently, these numbers do not correlate with industry benchmarks for things like coupon redemption rates, which ranged between 2.6% and 1.82% in 2007 according to CMS, a promotional logistics company. But isn't it important to know that consumers believe these tactics influence their purchase decisions? We think so, what do you think?