This is the second of a two-part article describing a new system for consumer experience measurement capable of subsuming both brand and loyalty research.  (Read Part One Here)

Last month, we introduced the basic building blocks of t is system.  This involved a common currently and commons language that facilitate spanning the chasm between brand and loyalty.  The common language involves experience touchpoints (XPs), which may include indirect brand exposures such as a friend’s recommendation or direct interaction such as usage or ownership. 

The system’s commons currency has its roots in evolutionary psychology and mind modularity.  In effect, this approach advanced the idea that, in Darwinian fashion, the human mind has developed five separate and distinct modules to process its environment: cognitive; social; sensorial; emotional; behavioral. 

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Over the past two decades there have been few paradigmatic changes in the world of customer satisfaction research. We seek to remedy this situation through the introduction of a new, broader construct that subsumes many elements of both customer satisfaction and brand measurement research.


Historically, customer satisfaction research has focused  on measuring service and product quality and relating these to attitudinal outcomes such as overall satisfaction and loyalty or more recently, economic outcomes such as market share and profitability.

Similarly, brand research has generally been oriented toward capturing consumer perceptions of brand imagery or performance and relating these to psychometric or econometric measures of brand equity and, ultimately, purchase behavior.

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Read Part II of this Article Here.