Our RELATIONSHIP RESEARCH & INSIGHT SERVICES help organizations understand what drives loyalty — and what holds it back. We help brands, employers and B2B providers decode how people think, feel and behave in their relationships, using data as the compass and clarity as the outcome.

The world of loyalty has always fascinated me — not just what brands do, but how people respond. For over 20 years, I’ve worked as an independent strategist and researcher within the relationship marketing field. With Loyalty Chiefs, I now combine that strategic background with advanced research capabilities — offering organizations the insights they need to make smarter, sharper decisions.

Understanding how people relate to your brand, company or initiative starts with measuring what they think and what they do. Here we focus on the people you consider relations — whether they are consumers (B2C), business clients (B2B), or employees (B2E). Our approach combines attitudinal and behavioral research to give you a full picture of how your relationships are evolving — and where they may need support.

How people feel, what they want, and how they see you. Researching the psychological side of relationships. This includes satisfaction levels, brand image, loyalty intent, and more. We combine structured surveys with qualitative depth to capture the mindset of relations.

OTHER ATTITUDINAL

From emotional closeness to intention to stay — we measure additional relational attitudes such as loyalty intent, perceived fairness, brand warmth, and perceived relevance.
These insights form the missing human layer behind the numbers.

What people actually do — and what their behavior tells you. Shifting from perception to action. Using behavioral data — from CRM systems, transactions or program and campaign related metrics — we identify patterns, risks and opportunities in how people engage with your brand or initiative.

OTHER BEHAVIOURAL

Beyond churn and value, we also track specific engagement behaviors.
By mapping these behaviors over time and linking them to programs and campaigns,  providing insight into what works — and what doesn’t and why.

Insight that shapes industries. In addition to regular relational research, Loyalty Chiefs also conducts industry-wide studies — commissioned by trade associations or leading companies that want to claim authority, define direction, or uncover blind spots in their field. Whether the goal is to steer a sector, set the agenda, or strengthen your position as thought leader, industry research provides the collective intelligence needed to move forward with confidence.

In today’s fast-moving markets, staying ahead requires more than instinct — it demands insight. Whether you’re a trade association, a consortium of providers, or a company looking to lead your industry, commissioning targeted research transforms assumptions into facts and opinions into evidence.  Exceptional industry research goes beyond informing — it inspires action. It establishes your authority as a thought leader, fosters trust with stakeholders, and transforms the market into a strategic advantage.

Why organizations invest in industry research:

Fueling Future Innovation Great research doesn’t just describe the present—it uncovers possibilities for the future. By blending quantitative insights with qualitative depth, you can illuminate where the next big opportunities await.

We design research to reflect how industries really move — fast-paced, interconnected, and strategically layered. Our modular setup lets us scale in scope and depth, aligned with your question, ambition, and timeline.

Whether you’re shaping tomorrow’s direction or stress-testing today’s assumptions, we build insight around what matters — and who it matters to.

Optional end-user panels
Sometimes we add consumer or employee sentiment — through curated panels — to validate assumptions or reveal unmet needs.

Each Industry Research project is built around a clear purpose. But the principle remains constant: listen to the market, structure the signal, act on what’s real and relevant.

An example of industry research is the IMA Global Incentive & Recognition 2025, designed and executed by Loyalty Chiefs on behalf of the Incentive Marketing Association (IMA).

This project is built on a uniform dataset collected via a global survey — covering 68 in-depth questions across 12 key market themes. The study includes input from over 650 executives and leaders across the incentive marketing and recognition industry. 

One global study, resulting in ten distinctive research reports. 

• Four geographic market reports (e.g. North America, Latin America, Europe)

• Five industry niche reports (e.g. Gift Cards, Merchandise, Travel)

• One global flagship report that connects the dots 

Together, these reports bring order to complexity — delivering benchmarks, trendlines and strategic clarity in a market that’s evolving fast.