Getting Sticky

Roger Sant of Ipsos Loyalty discusses how to create a framework for assessing customers' emotional attachment to a brand and the value of this emotional attachment.

Getting Sticky

The author(s)

  • Roger Sant Managing Director, Global Client Solutions
Get in touch

An individual's emotional connection to a brand undeniably plays an important role in their engagement and loyalty. But is it possible to measure 'pure' emotions using rational questions? By their nature, emotions are not things that one can rationalise. Perhaps a more pertinent question is: Can we construct an emotional framework (via quantitative questions) that adds valuable insight to our clients? And the answer is YES!

The author(s)

  • Roger Sant Managing Director, Global Client Solutions

More insights about Consumer Goods

Customer Experience