Looking for the sincere person? Community research is the solution
One of my secret pleasures is reading responses to posts on social media. This is probably why community research appeals to me so much. We feel free online to express our unvarnished opinions.
Opinion of users
Even when looking for a new product, users' opinions are highly valued. Whereas marketing talk is often approached with suspicion, testimonials and reviews are trusted. After all, fellow users have nothing to lose by being honest. Besides, they know firsthand what information really matters to potential users!
Loyalty
Millennials are less loyal to brands
The need for stories of experience, symbolizes the need for honesty and transparency. As in other relationships, trust is central to the human-brand relationship. Honesty and transparency help build trust and create brand preference. Brands that fail to deliver on their promises are strongly judged on this. Millennials are less loyal to brands than previous generations. So is all hope lost for brands? No, because brands that do keep their promises are also rewarded for this. For example, with a good review that convinces potential users.
In search of honesty and transparency
In search of honesty and transparency
Millennials also appreciate it when brands show their human side. For example, when something goes wrong. The way complaints and questions are handled is significant for consumers. In this too, people are looking for honesty and transparency. Polishing away mistakes is not done. It is precisely by admitting a mistake and looking for a good solution that trust can be built.
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