Satisfaction alone won’t drive your business forward—loyalty will.

Companies have been measuring customer satisfaction since the 1750s, and by the 1980s, it became a standard practice.

Here’s the thing: measuring customer satisfaction isn’t an end in itself. It’s a means to achieving customer loyalty.

As the old saying goes, “Satisfaction is worthless, loyalty is priceless.”

→ At MSW Research, we’ve found that satisfaction and loyalty share a significant relationship—a 1 to 3.3 ratio in explaining market share movements.

The focus on building loyalty is vital because acquiring new customers is 5 to 20 times more expensive than retaining existing ones.

Therefore, investing in customer satisfaction to foster loyalty isn’t just good practice—it’s smart business. 🎯

Brand health hinges on two dimensions: market strength and perceptual strength.

These dimensions come together in a two-by-two grid:

⭐ Top Right: High-Performance Stars
These brands excel in both market and perceptual strength.

🎯 Top Left: Niche Brands
High perceptual strength but low market strength.

🔖 Bottom Right: Generic Brands
High market strength but low perceptual strength, often seen as copies with a price point advantage but lacking perceived worth.

❓ Bottom Left: “So What” Brands
Low in both market and perceptual strength, this quadrant is both a graveyard and a nursery.

New Brands start here and might migrate to become high-performance stars, or migrate to become niche brands or generic brands. All new brands invariably start in the bottom left quadrant.

However, declining brands also move towards this quadrant until they eventually exit the marketplace.

Understanding these dynamics is crucial for brand strategy and growth.

At MSW Research, we help brands navigate these quadrants to maximize their potential and longevity.

So, are you taking care of your brand’s health?

Our pharmaceutical client soared above the competition with a remarkable 28% margin, far surpassing the industry average of 17%.

Here’s how we did it:

1️⃣ We identified receptive groups and physician types for tailored messaging.
2️⃣ We crafted impactful messages for healthcare providers and patients.
3️⃣ We utilized advanced techniques to gauge advertising responses.
4️⃣ We monitored effectiveness through brand and advertising tracking.

This case study underscores the power of strategic marketing in driving disruptive growth within the Rx category.

It’s a testament to the value of long-term partnerships and data-driven insights.

At MSW Research, we’re committed to helping brands achieve their full potential in the ever-evolving pharmaceutical landscape.

Let’s unlock your brand’s growth potential together. 📈