DECODING loyalty


We are re-launching as Loyalty Insight 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.

Our new name, French for ‘motive’, reflects our drive to understand what makes consumers think and act in the way that they do, and what makes them loyal to a brand.

A motif is also a recurring theme or idea, widely used in art and music. For us this represents the often habitual nature of consumer behaviour that we seek to disrupt and maximise for brands.

And ultimately motif is a central element in story telling. For us this means creating engaging narratives to help shape business strategy.

Our purpose is to find the core concept behind consumer motivation, use it to decode loyalty, and bring it to life through storytelling to help brands grow.

Great, successful brands inspire loyalty.

We are Motif, and this is where loyalty lives.





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.

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In 2018 we embarked on a journey to develop a fresher, more compelling perspective of customer experience and customer loyalty, delving deeper into what it is that makes customers loyal to a particular brand, and why. This is the new us. This is Motif.



According to Harvard Business Review, acquiring a new customer can be up to 25 times more expensive than retaining an existing one. Research completed by Fred Reichheld of Bain & Co. (the inventor of the Net Promoter Score) shows that increasing customer retention rates by a mere 5% increases profits by anywhere from 25% to 95%.


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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