Linked and comprehensive dataset

Over the last 25 years there have been many attempts at creating the “ultimate” measure of brand equity and performance.

Some stress the importance of Loyalty others of Commitment, yet others say it’s all about Love. At NexGen we think it is about all of those things! More importantly it’s about how they interact in the minds of your consumers. Simple purchase loyalty is great. After all that is what moves money through the tills! But just because somebody WAS loyal does not mean they will stay that way.

 

In particular we have found there is a huge difference in the future behaviour of consumers who are loyal by habit rather than commitment. In one study we ran the most committed customers were still – two and a half years later - buying the brand on 65% of occasions. This compared to only 18% of the least committed. By looking at the way current attitudes underpin (or not) current behaviour we can accurately predict FUTURE behaviour. 

So, at NexGen, we have designed our systems to work seamlessly with behavioural and attitudinal data. Not only that but our innovative survey system is ideal for collecting qualitative as well as quantitative information. Qual AND quant - behaviours AND Atttitudes - all in one structured database - what more could you want to ensure return on your investment?