Magnetic Moments:
Activating Promiscuous Shoppers
By: Rebecca Brooks
Alter Agents lays out an argument that consumer need comes before brand identity. Market research, focused on metrics of loyalty and brand engagement, is missing the mark.
In this paper...
- Consumers think of what they need before they consider the brand.
- Brands must understand consumer needs and recognize that needs change with context.
- By shifting our research focus from loyalty in a hypothetical scenario to alignment in a real-world context, we can glean much more actionable insights.
- We present four solutions for re-orienting market research in the right direction.
