Select Your Customer, See Their Experience @ Qualtrics X4

Select Your Customer, See Their Experience @ Qualtrics X4

Be the first to discover your customer’s loyalty. The results just might break your assumptions. Get your custom report @ Qualtrics X4.

Brand loyalty indicators are challenging the status-quo as millennials become primary economic purchasers and boomers enter older age categories. In a wide-ranging Cicero Group Brand Loyalty Assessment, 3000 participants provided indications on brand behavior, purchasing decisions, online channel engagement and content preferences. Even as millennials begin to take over as the largest economic driver, boomers still retain massive influence over traditional approaches to brand marketing. The Brand Loyalty Assessment reveals some consistently understood loyalty indicators, such as robust return policies and free shipping, continue to drive loyalty across all demographics. But new indicators such as data breaches, social media channel usage, product innovation and political alignment disrupt common conceptions about what drives brand loyalty.

Below are general population results. Be the first drill-down at the conference to discover your specific customer’s loyalty.



General population takeaways:

  • Consumer sensitivity to data breach events at a brand is influenced by household income (HHI) with lower HHI segments indicating heightened scrutiny over these types of events, relative to their higher-earning counterparts.
  • Major ethical scandals have the potential to drive significant negative impact to brands as most consumers suggest a good possibility that they would no longer be loyal to a brand that has company leadership involved in a major ethical scandal.
  • Lagging frequent product launches (i.e., at least once a year) will likely have more of an impact on millennials while gen-x thinks there is a very low possibility that their loyalty would be affected.
  • Gender distinguishes concern over the collection of personal information during shopping, with more women expressing certainty they would no longer be loyal to a brand if their personal and shopping information is being collected.

What does your customer think? 



General population takeaways:

  • Free shipping may only drive loyalty for specific segments, such as baby boomers, but we less influential for others like millennials.
  • Conversely, star ratings are twice as important to millennial buyers vs. boomers. Endorsements by celebrities or social influencers promoting a brand continue to prove successful, but negative opinions from these influencers are less impactful to brand loyalty with most consumers indicating there is only a slight to no chance that negative opinions from influencers affect loyalty.

What drives your customers buying decisions?



General population takeaways:

  • LinkedIn engagement is driven by higher earning professionals with a majority of consumers making $100,000+ on LinkedIn. In fact, higher income households are two to three times more likely than HHI of <$50,000 per year to be on LinkedIn.
  • Age influences Facebook engagement with a majority of consumers older than 26 engaged on Facebook, but 18-25 primarily turn to Instagram.
  • Additionally, age impacts streaming music engagement with boomers 11x more likely to listen to Pandora versus Spotify.

Are you sure that Facebook is the best channel?



General population takeaways:

  • Family and parenting is one of the least consumed topics and interests (especially when compared to cooking and gourmet).
  • Higher income households are more likely to consume news and current events.
  • Boomers are twice as likely to consume travel and leisure versus technology.
  • Millennials are more likely to consume hunting, fishing, and guns versus boomers.

These insights are just the tip of the iceberg when it comes to the insights we discovered.

Come to our booth at the Qualtrics X4 conference to get your custom report!