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Insights into customers, brands and what drives decisions.

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The 2025 Customer Value Report

The biannual Customer Value Report helps leaders understand what customers value most across 18 industries, where those priorities differ across sectors and how to make data-driven decisions about strategy, positioning and investment.

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Interpersonal Dynamics | Marketing
When other people disclose a success or failure, we often respond in kind, or hold back, depending on what seems likely to protect their feelings.
March 27
Credit & Lending | Marketing
Everyday retail purchases can help banks identify trustworthy borrowers who lack traditional credit histories, expanding access to credit for millions of unbanked people worldwide.
October 24
Customer Satisfaction | Marketing
Research shows that conservatives are generally more satisfied with their purchases than liberals. But why?
December 09
Education | Marketing

Organizations cannot succeed by rebuking their customers.

November 10
AI | Marketing
ChatGPT enhances creativity and problem-solving in ways that traditional search tools can’t match.
October 14
Lending | Marketing
Grocery purchase data can accurately predict how likely people without a traditional credit score are to default on a loan.
August 12
Social Media | Marketing
There’s not enough reliable data about adolescent e-cigarette consumption. So, these researchers turned to Instagram.
July 23
Education | Marketing
Putting students and families at the center of strategy will optimize resources and improve academic outcomes.
June 17
Consumer Behavior | Marketing

The best solutions help consumers achieve their goals and make access to reusable bags easier.

May 10
Energy | Marketing

Despite touting a sustainability emphasis, major oil companies are increasing oil and gas production investments, sowing mistrust among customers, employees and suppliers.

February 26