In marketing, relationships come in two forms: attitudinal and behavioral.

As a consumer insights company, our focus lies in understanding what drives consumer thoughts, knowing that thoughts shape actions.

We start with 100% of consumers in the market—are they aware of the brand? Have they tried it? Are they still using it? Or have they moved on?

Lapsed users and rejectors represent different ends of the spectrum, with rejectors denouncing the brand due to negative experiences, often vocalized on social media platforms.

For those who haven’t tried the brand, barriers like price or perceived risk may hinder a trial purchase. Some outright reject the brand, while others remain indifferent, seeing it as irrelevant to their needs.

Within the realm of users, we identify repertoire users who dabble in various brands, and loyalists, steadfast in their brand preference.

Our analysis delves into key ratios: trial among the aware, retention among triers, and loyalty among current users. These dynamics offer insights into brand performance, shedding light on areas for improvement and growth.

Understanding brand relationships isn’t just about consumer connections, it’s about decoding consumer behavior and driving brand success.

Let’s decode consumer connections to drive brand excellence and growth.