Join host Kathryn Korostoff and special guest Dan Braker, President of Breakthrough Research, for a deep dive into the power of Authenticity in shaping consumer decisions and brand loyalty. This episode explores the critical role authenticity plays in building lasting connections between brands and their customers. Drawing on psychological research, learn how authenticity impacts consumer decision-making and brand loyalty, and how these factors vary across different demographics. Dan introduces Breakthrough Research’s innovative approach to measuring brand authenticity, offering new perspectives on evaluating its impact. Don’t miss this insightful discussion on the importance of genuine connections in the marketplace. For more on Breakthrough Research, visit their website. 

Brands (and people) need to be authentic in order to form long-lasting connections with their customers. Traditional market research approaches may measure brand appeal or purchase interest, but they may be missing out on the important aspect of authenticity. Breakthrough’s proprietary research has created a new approach to measuring authenticity. To learn more about Breakthrough Research’s authenticity model, click here. 

In the episode, Dan also mentioned the broader work of Breakthrough’s Chief Innovation Officer, Abraham M. Rutchick, Ph.D. We recommend learning more about Abe’s work here: Rutchick.

Be sure to check out the episode, What Really Drives Brand Connection? The Power of Authenticity on YouTube, or your favorite podcast streaming platform. Apple Podcasts | Audible | Spotify