In the world of brands, loyalty reigns supreme.

Yet, the truth is, most consumers aren’t loyal to any single brand.

At MSW Research, we delve beyond behavioral loyalty, focusing on attitudinal loyalty—the kind that makes a brand their top choice, their go-to.

Our research reveals a stark reality: only half of all customers feel loyal to any brand.

The rest? They’re swayed by availability, promotions, or simply a desire for variety.

It’s easy to fall into the trap of prioritizing short-term promotions to retain customers, but this strategy often backfires, eroding brand stature and impeding long-term growth.

That’s where MSW’s Brand Preference comes in.

By leveraging our solutions, you gain the insights needed to accurately project loyalty levels, assess market value, and attribute brand growth to various marketing activities.

Don’t just chase fleeting loyalty, cultivate enduring brand preference.