Know these
four things, and you will absolutely know what your brand’s customers think. If
you know that, you will know the marketplace. You’ll lead it too.
1. What are the
four behavioral drivers of loyalty and engagement in your category that
describe how consumers view your category, how they compare brands, and how
they will buy?
86% of the time marketers don’t know the correct order
of importance of their brand's category drivers. They look at those through a brand “eye.” But consumers use a category “eye.” Failing to recognize the difference can be 100% fatal to brand success.
2. What are
the attributes, benefits, and values (ABVs) – emotional and rational – that
make up each of the drivers, and what percent-contribution to brand engagement
and loyalty does each ABV make?
On
average, marketers miss more than 40% of the values that shape each driver.
Those
are usually emotionally-based ABVs. Today’s marketplace is more emotional
than rational, (70:30) so marketers can’t afford to miss even one!
3. What
expectations do consumers hold for each of drivers in your category?
Marketers
can guess at this. Only consumers really know, but you can’t just ask them
because sometimes they don’t have the words to articulate their feelings and
sometimes they just don’t want to. Brand Keys psychological measures can
identify them.
4. How well
does your brand meet those consumer expectations? That’s a measure of how well
your brand performs on the four drivers and, as it turns out, also a
predictive, leading-indicator of how well your brand will do in the
marketplace.
Our
surveys provide quantitative assessments generalizable at the 95% confidence
level. The questionnaire has a test/re-test reliability of 0.93 derived from
National Probability Samples and has been used in B2C and B2B categories in
over 35 countries around the world. Insights are identified 12 to 18 months
before they show up in focus groups, tracking studies, or traditional brand
research.
That said, the
22nd annual Brand Keys Customer Loyalty Engagement Index (CLEI) will be fielded
again this January. We’ll be talking to over 50,000 consumers, men and women,
16 to 65 years of age, drawn from the nine U.S. Census Regions in ways that
precisely answer those critical 4 questions. We’ll be examining 1,000 B2C and
B2B brands in over 100 categories. We may already be measuring you – and your
competitors.
The research,
a combination of validated psychological research and some very smart
higher-order statistical analyses, has been independently validated by
organizations like the ARF, the ANA, and ESOMAR. More importantly, our findings
have been shown to correlate with consumer behavior and brand profitability at
levels of 0.85 or higher.
For more
information about our correlated-to-behavior, emotionally-based, and 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 you may have about how the Customer Loyalty Engagement Index can help
you discover critical answers to things every marketer should know about their
brand.
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.
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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