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Customer loyalty research services and capabilities

NewtonX customer loyalty research helps you take a methodical, evidence-based approach to monitoring customer loyalty. Insights will reveal trends in customer satisfaction – up or downwards – by individual audience segments. This can show you if individuals holding particular roles within buying teams have more or less customer loyalty. 

By regularly tracking customer satisfaction you can see why any trends emerge and quickly resolve any points of dissatisfaction. It also means that you can use this information to redeploy resources. For example: By flagging likely churn due to a decrease in customer satisfaction, spend may be redirected towards new client acquisition. 

NewtonX customer loyalty research involves a combination of two methodologies. A Net Promoter Score (NPS) survey to get a good quantitative measure of your customers’ loyalty. This is followed by more in-depth qualitative interviews to get into the ‘whys’. Your customer loyalty research may also include a focus on your customers’ entire path to purchase, to see if there are points of friction that can be resolved. These insights ultimately inform your company’s strengths and areas for improvement when it comes to factors that influence client satisfaction.

Customer loyalty research to deliver both scale and specificity

Our technology reaches across 140+ industries to give you the scale of a panel combined with the depth of an expert network. From professionals en masse to niche, hard-to-find audiences, the NewtonX Knowledge Graph can find the exact people to deliver the business insights you need. We’re the only customer loyalty research agency that’s developed proprietary research technology to keep up with market demands. Here’s just a sampling of who we pinpoint, for everything from 5,000+ participant surveys to curated groups of in-depth interviews.



  • Cryptocurrency specialists advising on hedge fund projects 
  • Advertising professionals overseeing brand spend
  • Reddit users that visit Reddit for NSFW content
  • IT decision-makers evaluating cloud software services

Want to see how NewtonX can help you?

What is customer loyalty research?


Why does customer loyalty matter?

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Benefits of customer loyalty research

The most valuable benefit of customer loyalty research is a deeper understanding of your clients. Customer loyalty research helps you understand exactly why your customers are satisfied, or not. This means you can address the causes of customer churn, build on your customer experience strengths, and develop long-term relationships with very happy customers. Tracking your customer loyalty using research insights means that you’re always discovering new ways to strengthen brand loyalty, which ultimately drives profitability. It’s so much simpler to sell to an already happy customer base – and there’s better margins.

In-Depth Customer Insights

Customer loyalty research helps in gaining a deep understanding of customer preferences, behaviors, and expectations. This insight allows businesses to tailor their products, services, and marketing efforts to better meet customer needs.

Identifying Key Drivers

It enables companies to pinpoint the factors that drive customer loyalty. This could be anything from exceptional customer service to product quality. Identifying these drivers allows organizations to focus their resources on what matters most to customers.

Customer Segmentation

Loyalty research helps in segmenting customers based on their loyalty levels. This segmentation allows businesses to create targeted strategies for different customer groups. For instance, they can offer special incentives to at-risk customers or rewards to loyal ones.

Measuring Customer Satisfaction

By regularly measuring customer loyalty, companies can gauge overall customer satisfaction. This information is crucial for assessing the health of customer relationships and making necessary improvements.

Reducing Churn

Understanding why customers leave is just as important as knowing why they stay. Customer loyalty research can uncover the reasons behind churn, allowing companies to take preventive measures and retain more customers.

Enhancing Brand Loyalty

Research helps in strengthening brand loyalty by identifying brand advocates and understanding what motivates them. Companies can then nurture these relationships and leverage them for word-of-mouth marketing.

Competitive Advantage

Organizations can use loyalty research to benchmark their performance against competitors. This helps in identifying areas where they can outperform rivals and gain a competitive edge.

Product Development

Customer feedback collected during loyalty research can be invaluable for shaping product development. It guides the creation of products or services that align closely with customer preferences.

Resource Allocation

With a clear understanding of which customers are most loyal and profitable, companies can allocate resources more efficiently. This means focusing marketing efforts and incentives on the customers who provide the highest return on investment.

Long-Term Profitability

Ultimately, customer loyalty research contributes to long-term profitability. Loyal customers tend to spend more, refer others, and remain loyal even in the face of competitive pressures, ensuring sustained revenue growth.

How to grow customer loyalty

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How to measure customer loyalty

customer loyalty research


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How do you build and measure brand trust & safety in the B2B market? Learn more about the insights you can tap into with custom market research.

17 customer retention survey questions to unlock relationship drivers

Keeping your customers is key to a growing and profitable business. Here are customer retention survey questions to explore drivers of customer loyalty.

Take it from the world’s leading companies.

NewtonX’s platform gives us continued confidence that we’re sourcing the highest quality data to drive critical business decisions.

Jason Talwar
Insights Executive with 15+ years of experience (Salesforce, Tableau, Microsoft)

I was really excited when we found NewtonX. Their Custom Recruiting has genuinely been a game changer for us in terms of data quality. Not only do I have much greater trust in the data, but the variation in the data means I can more easily provide actionable direction for our product and marketing teams without finding myself rationalizing away bad data.

Matt Harris Senior Customer Research & Insights Manager

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NewtonX is the only B2B research company that connects researchers with the exact professionals required to solve any problem.