Uncovering Brand Loyalty Drivers: Choosing the Right Research Methods
There is no universal model for what drives brand loyalty. As researchers know, the drivers can vary significantly by industry, product category, target audience, competitive landscape, and other factors. For brands seeking to understand loyalty within their own target market, the learning often starts with primary research.
But designing loyalty research in real-world settings is rarely straightforward. It often involves trade-offs—balancing ideal methods against tight timelines, limited budgets, and the expectations of multiple stakeholders.
So here’s the question: Are you prepared to build a research plan for brand loyalty when the need arises?
This upcoming Live Event will help researchers match research methods to the business realities.
Live Event: Exploring Brand Loyalty Drivers—Primary Research Methodology Options
Date: February 10
Time: 1:00–2:00 PM EST
Free Registration: Save My Spot
This 55-minute Live Event offers practical guidance for researchers who are tasked with designing or advising on loyalty research. We’ll examine the methodological options available and how to use them effectively—even when working with limited resources or navigating competing stakeholder priorities.
About the Instructor
The session will be led by Jeff McKenna, a Research Rockstar instructor and founder of MCK Insights. Jeff brings deep expertise in designing and delivering complex research projects, including segmentation, brand tracking, and customer experience programs for Fortune 500 companies. His perspective blends methodological rigor with real-world application.
Learning Objectives
Participants will gain practical knowledge on how to:
- Determine when to focus on attitudinal, behavioral, or experiential loyalty drivers—and how to align each with appropriate research methods
- Evaluate primary research options such as in-depth interviews (IDIs), focus groups, online communities, surveys, first-party data, and experiments based on time and budget conditions
- Design a right-sized loyalty study tailored to a specific category and audience, and articulate the rationale in a way that earns stakeholder confidence
This event is suitable for researchers at all levels who want to strengthen their ability to plan and communicate effective loyalty research strategies.
Reserve your spot today:
