Majority Report

The book is curated by Wiemer Snijders, partner at Commercial Works. This chapter discusses the most fundamental patterns in buyer behaviour. Simple, almost universal rules with far-reaching implications for everything we do in marketing. The evidence presented here is the result of almost six decades of scientific research investigating the repeat buying of thousands of brands in hundreds of categories and in many countries. It includes recent results from two loyalty studies revealing the role that vast numbers of light buyers play in building sales over time. The aim of this chapter is to focus attention on this forgotten majority. Without them, you would not have a brand.