To leverage affinity effectively, marketers need to understand what factors promote it—and just as importantly, what detracts from it. Primary research can help uncover your target audience’s specific drivers of affinity.
These might include:
– Customer experience: Smooth onboarding, responsive customer service, and a personalized approach.
– Brand values: Alignment with the customer’s values, such as sustainability or innovation, often deepens affinity.
– Quality of product or service: Consistently delivering high-quality solutions strengthens trust and loyalty.
– Emotional connection: Brands that resonate on a personal or emotional level create deeper relationships with their customers.

Conversely, negative experiences, unmet expectations, or misaligned values can weaken affinity and even erode it over time.