Market Overview

Chadwick Martin Bailey Introduces AffinID℠ to Help Brands Convey the Right Customer Image


Planet Fitness among initial clients using AffinID to inform
marketing strategies

Martin Bailey
(CMB), an AMA Top 50 Research firm, today officially
launched AffinID, enabling brands to develop a customer image
that drives consumer engagement. CMB's research shows that, when
consumers identify with their image of a brand's customer, they are 12
times more likely to consider that brand.

CMB's research has found that consumers' image of the brand customer
matters more than their image of the brand itself. "Consumers love
brands that express their identities. And the best way for a brand to
become an expression of identity is through a compelling image of the
brand customer," said Erica Carranza, Ph.D., vice president of consumer
psychology at CMB. "People's identities are social—they hinge on
relationships with other people. Brands aren't people, but brand customers
are. Helping consumers feel like part of a group that reflects their
identity is a powerful psychological motivator."

AffinID delivers quantitatively validated insight into three critical
areas: consumers' current image of the brand customer, how compelling
that image is and how to optimize that image. A key element of the
methodology is the AffinID Score, which measures how strongly consumers
identify with their image of the brand customer. The AffinID Score is
benchmarked against competitors' scores and proven to better predict
brand performance than standard brand perceptions.

Ultimately, AffinID adds a layer of science to the art of marketing,
ensuring brands don't miss an opportunity to communicate a strong social
identity. Results from AffinID research can inform creative briefs,
casting decisions, campaign development, campaign testing, brand
partnerships, sponsorships, choice of spokesperson and more.

Dr. Carranza added, "Competing on functional benefits, like price and
convenience, isn't always practical. Nowadays, consumers have more
options than ever—and every choice is an opportunity to express
identity. Strategic brands don't win on price: they win on tribe."

Planet Fitness Applies AffinID to Evaluate Marketing Progress &
Inform Future Directions

Planet Fitness, Inc. (NYSE:PLNT), one of the fastest-growing fitness
centers in the United States, has revolutionized the industry with
affordable gyms that appeal to people of all fitness levels.

Planet Fitness wanted a breakthrough understanding of their prospects to
inform their marketing and fuel continued growth, so it teamed up with
CMB to understand prospects' image of the typical Planet Fitness member,
how much prospects identify with that image and how to help prospects
see themselves as part of the Planet Fitness community.

"AffinID validated that our marketing efforts are resonating with our
target audience. We're doing a great job of communicating our relaxed,
non-judgmental culture," said Jessica Correa, SVP Marketing at Planet
Fitness. "The AffinID results are also helpful as we develop and
fine-tune new marketing strategies. We're creating new ways to help our
franchise owners communicate what it means to be a Planet Fitness

AffinID is part of a larger suite of psychologically grounded,
consumer-centric solutions CMB uses to give its clients a unique edge in
a competitive market. As a validation of its three decades of
data-driven market research and strategy expertise, CMB was recently
acquired by ITA Group, a worldwide leader in corporate engagement
solutions, in order to provide ITA Group's clients with the targeted
market research that addresses their increasingly complex business needs.

To learn more about AffinID and other capabilities, visit CMB's
, or register here
for a recorded introductory webinar.

About Chadwick Martin Bailey

CMB is an AMA Gold Top 50 market research and strategy firm and wholly
owned subsidiary of ITA Group that partners with a select group of the
world's leading brands. CMB collaborates on game-changing initiatives,
including market identification and segmentation, brand health
invigoration, rejuvenating tired trackers, loyalty and advocacy growth,
and product and service development. For more information, visit

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