Consumers’ relationships with brands can be judged in less than a second, according to the technology that Buyology and uSamp used to determine the brands that Americans love the most.
What Women (& Men) Want
The emotional connection between brands and consumers has an immeasurable impact on what people buy and how they perceive the company that produces that brand. “If I really, really love Apple, then everything Apple does I will react to more positively because it’s passing through this filter,” says Gary Singer, the CEO of Buyology Inc., a neuro-insight firm. It’s that “filter” that interests Singer and prompted Buyology to survey 4,000 Americans with research company uSamp using a unique scientific methodology to determine which of among 240 popular brands were the most desired by consumers. “What we’re really doing is scientifically measuring what is the strength of the connection with brands,” he says. As part of the survey, respondents would look at images like a polar bear and then would be shown pictures of two brands like Coca-Cola and Southwest Airlines. The respondent would then be asked to select in a very short time frame which brand he or she associated with the polar bear picture. Singer says this method allows Buyology and uSamp to measure how deeply felt the connection is between brand and consumer based on how quickly they respond. So, here are the most desired brands in America, broken down by industry and then ranked based on which brands had the most positive reaction from men and women. Photo Credit: daveynin