Customer loyalty programs.

Together with you, we turn potential buyers into loyal regular customers.

Comprehensive, individual, sustainable

We are experts for successful customer loyalty programs

The earnings potential of a customer will only be developed in the long term. A five percent increase in customer loyalty makes a company up to 75 percent more profitable. With SPLENDID LOYALTY RESEARCH you determine the optimal loyalty program for your customers.


Our SPLENDID LOYALTY RESEARCH integrates qualitative and quantitative methods to get a holistic view of your loyalty program.

For the qualitative phase, we put together focus groups that generate as many ideas as possible. Among other things, we design a customized moderation guide and many small creative tasks.

In the quantitative phase, we examine which measures really lead to customer loyalty. The components of the customer loyalty program to be tested are taken from the results of the qualitative phase.


For the focus groups we invite only the most motivated, narrative and above all most creative subjects. For this we use our own, large database and thus always have the quality of the recruitment in view. Our well-trained moderators use skillful questioning techniques to help subjects leave the stagnated thinking paths to make room for fresh ideas.

For the quantitative impact study, we interview your customers and, depending on the package, draw a large, representative sample of our online panel. With our innovative survey designs and realistic selection situations, we ensure that consumer decisions can be measured implicitly.


We conduct a careful evaluation of the data obtained.

The results of the focus groups can speak for themselves or can, in the form of a qualitative preliminary study, enrich the program packages to be tested in the subsequent quantitative analysis. This way, so that you can check which combination of programs has the highest value for your target group.

The quantitative impact study uses the most advanced statistical techniques, such as Conjoint analysis and Shapley Value analysis. So we not only examine the suggestions, but also tell you how your customer loyalty will change and what impact that has on your market share.

Packages and prices

As an international market research institute with its own online panels in over 70 countries, as well as a large international test study network, we accompany you during the investigation of your customer loyalty program. With us you have a reliable partner who can provide competent advice, rapid implementation and high data quality.

€ 9.450

  • 2 Focus groups in Hamburg with 4-6 participants lasting 2 hours
  • 1 Experienced moderator
  • Modern test studio with observation in a central location
  • Standardized moderation guide to evaluate and generate ideas for loyalty programs in your industry
  • Online survey of your customers
  • Determination of customer preferences and their impact on customer loyalty
  • Analysis and graph report



€ 19.950

  • 2 Focus groups in Hamburg and Berlin with 8 subjects of 4-5 hours each
  • 1 Experienced moderator
  • Modern test studios with observation in a central location
  • Standardized moderation guide to evaluate and generate ideas for loyalty programs in your industry; up to 10 individual questions can be added
  • Online survey of your customers and 500 additional people from our Online access panel
  • Determination of customer preferences and their impact on customer loyalty
  • Choice-based conjoint analysis with impact of customer loyalty programs on market share and price
  • Analysis and graph report



€ 44.950

  • 4 Creative workshops in several German cities with 8 subjects of 6-7 hours each
  • 1 Experienced moderator
  • Modern test studios with observation in a central location
  • Standardized moderation guide to evaluate and generate ideas for loyalty programs in your industry; up to 20 individual questions can be added
  • Online survey of your customers and 1,000 additional people from our Online access panel
  • Determination of customer preferences and their impact on customer loyalty
  • Choice-based conjoint analysis with impact of customer loyalty programs on market share and price
  • Consumer typology in the target group and different addressing strategies
  • Analysis and graph report


Prices are net prices plus VAT.

Individual solution desired?

You need an individual solution to measure and strengthen your customer loyalty or you still have a question? Contact us and we will find a solution.


  • High data quality
  • Very good accessibility of special target groups with low incidences
  • Organizationally smooth handling with a permanent contact
  • Excellent value for money
  • Short field times and thus fast project handling and fast data delivery
  • Our own, comprehensive database of subjects
  • Our own global online panel, which is constantly being expanded
  • Numerous studio partnerships and a large selection of research locations
  • Experienced moderators who get to the bottom of the question
  • Long-term partnerships with our clients


What can we do for you?

SPLENDID LOYALTY RESEARCH will tell you how to build your loyalty program to maximize your customer potential.

Customer loyalty depends not only on the real benefits of products and services but also on behavioral psychological factors. Many of them are initially counterintuitive. With our highly innovative methods and our diverse knowledge in various industries you know the levers that you need to set in motion to make the most of your customer relationships.

Whether you want to tackle customer loyalty systematically for the first time or whether you want to optimize an existing program, we support you in the needs analysis, program design and performance control. SPLENDID LOYALTY RESEARCH is based on a powerful mix of methods from a focus group module and a quantitative impact study. In the process, as many innovative concepts as possible are first generated, and then their effects on customer loyalty, customer acquisition and willingness to pay are measured.


  • Degree of innovation of ideas
  • Enthusiasm for concepts
  • Associations with different forms of loyalty programs
  • Consumer preferences in the target group
  • Relative benefit of individual bonus program components
  • Effects of the bonus programs on the probability of purchase and willingness to pay
  • Effects of the competitive environment and estimated market shares
  • Accessibility of the target groups by media channels


  • A description of your existing customer loyalty program and, where appropriate, relevant competitors
  • Feasible and non-feasible changes to the program
  • Countries to be surveyed and, where appropriate, restrictions on the target group
  • Specifics of your project


Depending on the package booked, we hold workshops with 16 or 32 participants, using special creativity techniques to generate a large amount of feasible and innovative ideas. In a quantitative online survey with 500 to 1,500 participants, we then examine the extent of the effects of entire programs and individual components.


The design and testing of a customer loyalty program are complex tasks, which we will accompany you with for several weeks. For mixed-method studies, we use interdisciplinary teams that accompany the assignments throughout the entire project - from the qualitative field phase to the consultation on the results.

A LOYALTY RESEARCH Basic study requires approx. two months. At least three months should be scheduled for the Premium variant. Should the time be short, our project managers will gladly work with you to come up with a solution for your study.

You might also be interested in these solutions:


Quantitative Study

A large, representative sample of your target group evaluates the bonus programs holistically. This allows new concepts to be compared with existing programs and the most popular components to be identified.

>> More


Creativity Workshops

Creative minds from your target group develop fresh ideas for your loyalty program. Professional moderators, experienced in the application of creativity techniques, lead the workshops and maximize the creative potential of the subjects.

>> More

Our global Online Access Panels

We support you worldwide in your market research with our own high-quality online panels. We have access to interesting target groups from the B2C and B2B sectors. We look after you professionally from the conception over the execution and - if desired - up to the analysis of the obtained data.

With our online access panels, we provide access to consumers in over 70 countries. The size of the country panels varies, but they all have one thing in common: a high quality.


The data quality that can be achieved with a survey via an online access panel depends, aside from a methodologically clean questionnaire and the sample, on many different factors. In order to meet our own high standards, we ensure our quality in all stages and leave nothing to chance.
  • Panel Recruitment

    Participants in our online surveys are registered members of our online panels and .

    The panelists are actively and passively recruited through various channels such as telephone promotions, advertisements on the Internet or in newspapers, referrals, PR contributions, etc. We dispense with affiliate-driven channels, as the quality of these panelists is poor and nearly exclusively monetary driven.

    Each participant registers completely voluntarily and is not misled into making false promises to register.

    A geo-IP check ensures that the participant is actually in the country where he claims to be.

    Each participant must validate their e-mail address to submit survey offers.

    After registration, the participants will receive suitable surveys either via e-mail and / or app directly on their smartphone. Geo-IP-Check also validates the location in the right country.

  • Panel Care

    Participants receive a small remuneration as an incentive and appreciation. These can be paid out via PayPal. We do not work with non-transparent points systems, coupons or competitions as an incentive to participate.

    The profiles are maintained regularly: on the one hand, the participants are asked to update existing data. On the other hand, new attributes are always included in the profiling in order to ensure the widest and deepest possible sample selection.

    In case of persistent inactivity or quality defects, the profiles of the participants will be deleted. This allows us to predict response rates very accurately and to estimate to what extent we can support our clients with very specific requests.

    Attendance and withdrawal behavior of participants is monitored to detect fraudulent behavior. In case of abnormalities, the participant is excluded from our pool.

  • Field Phase

    Self-selection is excluded in our surveys. The participants are actively invited to the survey and can only participate in this way. In doing so, we do not inform the participants in advance about the topic of the survey. We avoid survey junkies by only occasionally inviting participants to polls.

    The quality of the answers will be checked during the field time (and not only afterwards) and any bad cases will be deleted. In the process, certain points in the questionnaire are checked for contradictions or implausible statements. Only clearly deficient cases are removed; there is no interference with the data integrity.

    As part of the surveys, we regularly include several quality questions that can only be answered if the participants have conscientiously read the survey.

    The actual location of the respondent is verified by the IP address. Furthermore, a multiple participation over different profiles is excluded by cookies. If panelists fall through our quality grid, they are excluded from the panel.

  • Data Quality

    After the end of the data collection, the data set is examined for poor response behavior such as pattern, processing time, etc. The algorithms used are up-to-date and are being continuously developed.

    We work on the motto "data quality and panelist quantity," and that pays off for us and our clients. Our high quality standards from recruiting to the continuous and careful maintenance of our panel by our qualified team are impressive: we have above-average response rates and a high degree of commitment from our participants.

    This results in an answer quality that meets the highest demands and is therefore a solid basis for successful market research projects of our customers.


The participants in our surveys are real people who provide authentic answers to the surveys. Here are some of our participants who are also happy to participate in your survey.
Barbara, 25, Germany
Corina, 39, Germany
Alex, 42, Austria
Sabrina, 26, Germany
Manfred, 67, Germany
Andreas, 40, Germany

May we help strengthen your customer relationships?

We are happy to assist you with your customer research. Feel free to contact us or call us so we can talk about your project and our support in your market research project.

We are a member of the worlds most important Market Research association.

Barmbeker Str. 7a
22303 Hamburg

Phone: +49 40/69 45 366-0
This email address is being protected from spambots. You need JavaScript enabled to view it.

Stay in touch and register for our newsletter containing interesting studies and exclusive offers:

I have read the Privacy Policy. I agree to the processing and storage of my personal data and want to subscribe to the newsletter of SPLENDID RESEARCH.

©  SPLENDID RESEARCH GmbH | Market Research made in Hamburg
Contact us
Barmbeker Str. 7a
22303 Hamburg

Phone +49 40/69 45 366-0

This email address is being protected from spambots. You need JavaScript enabled to view it.