Conversion Model™ - measure commitment

The Conversion Model is the world's leading measure of Commitment. It measures the strength of relationship among brand users, as well as the strength of attraction among non-users. By classifying consumers according to their brand commitment, the Conversion Model inspires focused strategies based on the brand's competitive market position. It also identifies a brand's most valuable customers, assesses who is at risk and identifies growth opportunities among non-users.

Know your customer - a convertible customer is 10 to 20 times more likely to defect than an entrenched customer.

It can be used as an ingredient brand: a set of questions (that can be added to BPO brand tracking, segmentation studies, communication tests, U&A studies, Retail & Shopper research) to help understand the strength and impact of customer brand relationships. Conversion Model applications extend into strategic areas such as category management, brand-architecture analysis and customer prioritization.

The model is universally applicable across sectors and countries, and has been widely validated on longitudinal behaviour panels. It has been used for over 20 years, on over 10,000 studies. Clients include over 70% of the world's leading brands and multi-nationals.

A closer look at Conversion Model