Our Study on Preferences, Personalization and Perks

Shopper Preferences

Our Study on Preferences, Personalization and Perks

“Alter Agents, in partnership with Virtual Incentives, embarked on a study of the needs and priorities when it comes to how consumers perceive specific incentives and how those incentives influence behavior.”

Brands are most successful when customer needs and priorities are the focus. Traditionally, research and marketing has centered on a kind of narcissism, often making the expectations and needs of the target audience peripheral. This doesn’t work in today’s age of sweeping technological advancement and the consumer behaviors that come with it. Brands, and their reward programs, must resonate with customers and be relevant to those customer’s lives.

We know from multiple studies that to create attraction to a brand, brands must appeal to specific needs at a specific moment for that specific individual. Reward marketing has long been recognized as the ideal way to “surprise and delight” consumers in a meaningful way. Brands may assume they have connections with their audience, but their customers are actually in a state of inertia. Incentives and rewards can actively create those connections – as long as recipient needs are at the forefront of the outreach

We recently embarked on a study of those needs and priorities when it comes to how consumers perceive specific incentives and how those incentives influence behavior. Our study, done in partnership with Virtual Incentives, targeted a representative group of U.S.-based adults who had experience with a reward or incentive program. With a 15-minute survey, including open-end video responses from Voxpopme, we were able to get a clear look into consumer preferences surrounding incentives.

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