Consumer solutions
Conversion and Loyalty
Logic explains purchase drivers. Emotion explains purchase decisions and loyalty. Find out what really drives decision-making and keeps customers coming back.
Understanding conversion and loyalty means going beyond purchase data and NPS scores. Uncovering both the rational and irrational forces that shape decisions provides greater context, helping you go beyond the surface of how to engage and retain your customers. incling's online communities give you a window into the real drivers behind why people choose, stay, or leave.
(emotional drivers of choice)
The approach
How it works in practice
Understanding conversion and loyalty means going beyond purchase data and NPS scores. Uncovering both the rational and irrational forces that shape decisions provides greater context, helping you go beyond the surface of how to engage and retain your customers.
01
Projective and creative techniques
Use metaphor, imagery, and storytelling exercises to surface the emotional associations and subconscious drivers that shape brand preference and loyalty.
02
Decision journey mapping
Track participants through real purchase consideration phases, capturing the triggers, alternatives considered, and emotional states that influence the final decision through in-store videos, online browsing journeys and reflective journalling.
03
Loyalty and churn exploration
Explore what keeps customers coming back and what pushes them to switch, using discussion prompts and quantitative scoring and ranking of factors.
04
Community discussion and debate
Facilitate peer-to-peer conversation that surfaces shared attitudes, social proof dynamics, and category norms that influence purchase behaviour.
Why incling
Why incling beats traditional research
Stated preferences post-rationalise the decision. Projective tools and a safe community space get closer to what really drives it.
| Traditional research | incling Online Communities |
|---|---|
| Stated preferences mask real drivers | Projective tools uncover emotional truth |
| Decision-making is post-rationalised | In-moment capture reduces recall bias |
| Limited depth on loyalty barriers | Longitudinal design tracks loyalty over time |
| Sensitive trade-offs are hard to explore | Safe community space encourages honesty |
Outcomes
What you will uncover
The drivers behind the decision, and the levers that keep customers loyal.
Emotional drivers
The feelings and values that pull customers towards your brand, beyond price and product.
Switching triggers
The specific moments, messages, or experiences that prompt customers to look elsewhere.
Performance pillars
The functional attributes, such as versatility, ease of use, and formula longevity, that anchor loyalty in your category.
Offensive and defensive strategies
The moves that retain your current customers and the tactics that attract competitors' customers to switch to you.
Success story
Decoding Beauty Switching and Loyalty with Benefit Cosmetics
Benefit leads in prestige brows and mascara, yet shoppers slip between mass and prestige with ease. Thirty recent switchers revealed the real triggers behind the drift and the pillars that hold loyalty: versatility, ease of use, and formula longevity, pointing to clear offensive and defensive plays.
Read the full storyReady to see incling in action?
Talk to the team about your conversion and loyalty challenge and see how incling could work.