“You Are Not In Business To Be Noticed, You Are In Business To Be Chosen.”
As good researchers, we always give attribution. It was Sam Walton who said that and it is as true today as it was when he said it nearly 50 years ago.
If you want to be chosen in this consumer-driven digital world, you need to know what consumers really want before they articulate it in focus groups and well before it shows up in your tracking research. That’s why we specialize in predictive, emotional engagement research.
An emotionally engaged consumer is a loyal consumer, and that’s what you want – loyal consumers that choose you over the competition again and again. So here’s an opportunity for your brand to possess emotionally-based insights that no traditional, digital, or social research can match. Real insights that determine real choices real people make in the real marketplace.
Our 22nd annual Brand Keys Customer Loyalty Engagement Index (CLEI) will be fielded again this January.
The research – based on interviews with more than 50,000 consumers – is a combination of validated psychological research and some very smart higher-order statistical analyses. Our approach has been independently validated and our findings correlate with positive consumer behavior, sales, and brand profits at levels of 0.85 or higher.
Customers of your brand, are asked a series of questions using Brand Keys’ questionnaire (test/re-test reliability of 0.93) to quantitatively identify and assess category-specific loyalty and engagement drivers, levels of contribution delivered by each driver, measures of unconstrained-by-reality expectations consumers hold for each of the drivers as regards to their perception of a Category Ideal, and how well you and the competition measure up to those expectations.
All this provides cost-effective, actionable insights (as opposed to just data) to help build, maintain, and reinforce loyalty among your current customer base, and promote engagement and consideration of your brand among non-customers, but most critically, choice.
For more information about our correlated-to-behavior, emotionally-based, and independently-validated brand insights, and to find out if your brand is or can be included in the 2018 CLEI, give Leigh Benatar a call (212-532-6028) or send him an email (leighb@brandkeys.com). He can answer any questions about how you can get your brand chosen by more consumers more often in the coming year.
Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.
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