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How is Brand Keys different from other loyalty research approaches?

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How is Brand Keys different from other loyalty research approaches?

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Our interests lie in understanding why loyalty happens, and not what happened to make consumers loyal in the past. Only by deeply understanding the drivers of loyalty and engagement in a category can a brand act strategically and implement marketing based on future-trending insights. Our metrics have been proven to be predictive of marketplace realties 12-18 months ahead of those changes in market. 5. What does Brand Keys mean by “consumer-centric metrics”? Data are not consumer-centric simply because the questions they are based on were asked of consumers. At Brand Keys, this term means that it is consumers themselves who have created the yardstick that brands are measured against. That yardstick is what we call the Ideal-the ultimate benchmark for a brand because it represents what consumers truly want as they approach the category, including both the emotional and rational aspects of the decision process. When consumers have given us the yardstick, brands can approach their category

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