Founded in 2020, Loyalty Science Lab was born out of the recognition that marketing is much more than customer acquisition. As competition in the marketplace gets more intense, the successful business of the future needs to have a coherent loyalty strategy to build and leverage its brand and customer assets for competitive advantage. A Harvard Business Review spotlight series published in January 2020 aptly calls it "The Loyalty Economy"Â
Loyalty Science Lab champions for the cause of loyalty by conducting rigorous scientific research on brand loyalty and customer loyalty related issues. We listen to academic researchers, industry practitioners, and consumers on what the most pressing issues are in loyalty, and we design research projects to answer those questions. Just as important, we bring the rich academic literature on loyalty out of obscure journal pages to the community of practitioners who can apply and test the robustness of that knowledge at scale.Â
To learn more about our research, visit Loyalty Research to see sample projects, or head over to or for accessible loyalty research insights.
Loyalty Science Lab works with academic and business partners to generate actionable research insights and best practices.
Our Process
Bridging between the business community and the academia, Loyalty Science Lab distills high-priority research questions and conducts innovative and timely scientific research on these topics. The results are shared through research reports, articles, workshops, and conference presentations.
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