DECODING loyalty


We are Loyalty Experts.

We’ve focused our energies on developing a fresher, more compelling perspective on customer experience and customer loyalty through our own, bespoke loyalty framework.

We are Motif, and this is where loyalty lives.


loyalty explained

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Loyalty is complex

And understanding it is made more difficult because consumer thinking isn’t consistent. The values and decision making shown in one category are forgotten in another. The ethics a consumer might prize in choosing a washing detergent are discarded when choosing t-shirts.

Loyalty is a paradox

Loyalty isn’t a word consumers consciously use. Indeed some reject it outright. Consumers will often claim that loyalty doesn’t impact their decision-making. But when prompted they will say ‘Now that I come to think of it…’ and then admit they have bought the same brand for many years.

Loyalty is emotional

But it’s not blind. Emotions are core to decision making and therefore closely connected to loyalty. Our research shows that when evaluating brands, consumers’ decision-making reflects emotions (such as feelings and experiences) as well as information (such as brand attributes and facts).

Loyalty is multifaceted

Our research shows that there are multiple layers and degrees of loyalty. These ‘degrees of loyalty’ each define a consumer profile that thinks and acts differently to the others. Analysing these degrees helps us to understand how consumers perceive a brand, their corresponding emotions and resulting behaviours.

Loyalty is decodable

Whilst there are many factors affecting decision making and loyalty our research has proved that loyalty has several core components that are always influential, in any category, for any brand. We have a formula that proves it.

Overlaid onto your segmentation, our approach clearly identifies which consumer targets are likely to buy more from you, and which targets will have the biggest impact on your bottom line.

If you’d like to know more please contact Chris Hall - - our Commercial Director, to discuss it further.


understanding loyalty

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In a market where consumer choice and expectation are growing, and where switching is easier, understanding customer loyalty is key. There’s so much more to play for than simply retaining customers, with loyal customers increasing revenues through recommendation and broadened product portfolios.

Read our white paper to find out how brands can measure, harness and grow loyalty in the current account market.

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Who is more likely to say they are influenced by social media when it comes to relationships with brands? It appears there is a gender divide.

Women are happier to admit to being influenced than men are. Perhaps unsurprisingly the older we are, the less influence social media has on our relationships with brands.


Who we’ve worked with

We’ve been successfully partnering with clients for over 27 years. By providing substantial, actionable insight for businesses, we’ve helped them to attract and retain their customers.

We’re committed to excellence at every stage of the research journey, striving to meet not just the needs of our clients but also to delight them at every turn; whether that’s through bespoke, innovative designs or intricate, considered analysis, we’ve got you covered.

Holding one of the longest contracts in the market research world also helps, and we couldn’t call ourselves Loyalty Insight Experts without leading from the front. That’s why we’re proud to say our average tenure for clients is 10 years.

Click the button below to find out more about how we partner with clients.

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