The article emphasizes the importance of repeat purchasers for consumer brand growth. Brands can significantly boost sales by retaining and engaging these loyal customers. A high repeat purchase rate indicates strong fan engagement, which can lead to greater profitability. Traditional consumer research methods focusing on one-time buyers miss critical insights for brands with unique attributes. The article encourages utilizing innovative research strategies to better understand loyal consumers without relying on conventional methods, enabling brands to effectively strategize their marketing efforts and investments.
Traditional consumer research often samples the opinions of one-time triers and repeat-purchasing fans. This methodological error may not mean much for brands with straightforward use cases...
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