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Log In / Register | Apr 25, 2018

What Do Consumers Expect?

It comes in different forms, with marketers wondering “What do consumers really want in my category?” “Will consumer want this?” “Will consumer buy it?” “Will consumers buy mine?”

Well, here is a question for you:

“Do you want answers that are predictive of consumer behavior in the marketplace?” If you do, category engagement drivers can help. They identify how consumers view categories, how they compare offerings, and they answer the ultimate question, “What do consumers expect?” If you know that, you’ll know what they’ll buy.

An in-depth look at how it works in one category can be found in our Branding Magazine article Do You Want a Phone With A Camera Or A Camera With A Phone?

When brands keep an eye on category engagement drivers and consumer expectations, brands get a high definition view of the category through consumers’ eyes.

If it helps, think of it as a brand sensor that’s as wide as the category!

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About Passikoff and Shea

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Public Profile

Robert Passikoff, founder and president of Brand Keys, is a sought-after speaker and global thought leader on engagement and loyalty. He has pioneered work in these areas, creating the Customer Loyalty Engagement Index and the Sports Fan Loyalty Index. In 2008, New York University’s communication school declared Dr. Passikoff “the most-quoted brand consultant in the United States.”

Amy Shea, EVP Global Director of Brand Keys’ Brand Development, has worked with brands for over 20 years, translating research-based insights into strategically effective marketing and communications. Her contribution was recognized with the David Ogilvy Excellence Award, with both the Grand Ogilvy and 1st in Category awarded for the research behind IBM’s ground-breaking integration campaign.Passikoff and Shea's marketing column Peeking at 21st Century Brands is syndicated to Blue MauMau by permission of Brand Keys.

Connect with Robert on LinkedIn.
Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

Area of Interest
Franchise Operations