Customer Loyalty Research
Understand what keeps customers coming back — and what drives repeat business.
Customer loyalty research measures the drivers of repeat purchase, advocacy, and long-term commitment. It helps teams understand not just how satisfied customers are, but why they stay, what increases retention, and where loyalty can be strengthened to protect lifetime value.
When to conduct
Customer Loyalty Research
Conduct customer loyalty research when you want to deepen retention, reduce churn, or strengthen advocacy programs. It’s most valuable when loyalty becomes a strategic priority — particularly in subscription, high-competition, or long-decision B2B environments.
What is
Customer Loyalty Research
Customer loyalty research goes beyond satisfaction to uncover what drives repeat behavior, recommendation, and long-term relationship strength. It evaluates emotional and rational loyalty drivers — assessing what motivates customers to renew, expand, or advocate on your behalf.
87%
of companies with strong loyalty programs report higher repeat revenue and deeper customer relationships than those without formal loyalty measurement. Understanding loyalty drivers helps teams protect retention, increase share of wallet, and build stronger, more profitable customer bases.
Sample Research
Questions We Answer
Question 1:
What drives customers to stay, renew, or expand?
Loyalty research reveals the emotional and practical factors that motivate repeat engagement — giving teams specific levers for retention and expansion.
52%
of loyal customers cite strong support and responsiveness as key reasons they stay.
39%
of high-value accounts say clear ROI communication influences their renewal decisions.
Question 2:
Where is churn risk growing — and why?
By combining behavioral markers with sentiment, loyalty research uncovers where loyalty weakens — and the reasons behind erosion or disengagement.
26%
of current customers express hesitation about renewal due to unmet expectations.
18%
report competitors’ offerings feel more aligned with unmet needs — signaling competitive churn risk.
Why trust Emporia with your
Customer Loyalty Research
Build repeat behavior into your growth strategy — with clarity.
Loyalty isn’t just a metric — it’s a driver of long-term revenue and valuation. Emporia’s customer loyalty research combines verified B2B respondents with expert research design to uncover the emotional and rational drivers of repeat engagement. We help organizations move beyond satisfaction scores to understand what keeps customers loyal, what accelerates their commitment, and where strategic intervention most improves retention and advocacy.
Speed / Agility
Move from question to insight without sacrificing rigor. Emporia’s streamlined workflows and responsive research support allow teams to launch, field, and analyze studies quickly — so insights arrive while decisions are still being made, not after the moment has passed.
Verified B2B Respondents
Reach the right decision-makers with confidence. Every respondent is verified using professional attributes, ensuring your insights reflect real buyers, real roles, and real purchasing influence — not guesswork or self-reported profiles.
Expert Methodology
Get more than data — get direction. Our team partners closely on study design, framing, and interpretation, helping translate research outputs into clear strategic implications across pricing, positioning, and go-to-market execution.
Emporia provides valuable access to niche, high-level respondents that are otherwise difficult to reach. They enable us to move beyond traditional targeting, connecting us with professionals with specialized knowledge and qualifications. We have confidence their experts are credible and aligned with our research needs.
Emporia gives us another perspective. Our product team does a really great job working with our existing customers: understanding and solving for their needs. Emporia allows me to find new audiences and conduct that initial research that helps set the stage for potential new customers, products and markets.
We were thrilled with Emporia’s excellent data quality, professionalism, responsiveness, and speed in delivering a very high-end, niche audience of investment fund managers and venture capital professionals.
We are often trying to recruit hard to reach audiences and so it's imperative for us to have high quality data and verified respondents. Emporia go above and beyond to help us and our agency partners not only reach the right audiences but enhance our customer understanding which is a great experience.
