Understanding the Emotional Drivers Behind Brand Affinity, Purchase Decisions, and Customer Loyalty and Advocacy
Martec Director Emily Bielak was recently invited onto the Bullhorns and Bullseyes Podcast to share how brands can learn, understand, and leverage the emotional drivers that decide customer preference, convert customers into advocates, and elevate advocates to “apostles.”
An excerpt:
The fuller version—a qual>>quant>>qual segmentation study—Emily would recommend you revisit every three to five years, or sooner, if the market gets disrupted. Qual interviews to surface context. A statistically significant survey, at least 800 respondents for segmentation. Then qual again to bring the segments to life.
She made one other point that landed. For the business owner who says they can’t afford this: If you’re spending $120,000 a year in marketing and 50% of it is misaligned with what actually drives your customers’ decisions, that’s $60,000 wasted. The research isn’t a cost. It’s an investment that makes the spend worth deploying.
