Knowledge Center

Chadwick Martin Bailey Introduces AffinID℠ to Help Brands Convey the Right Customer Image

BOSTON–(BUSINESS WIRE)–Chadwick Martin Bailey (CMB), an AMA Top 50 Research firm, today officially launched AffinID, enabling brands to develop a customer image that drives consumer engagement. CMB’s research shows that, when consumers identify with their image of a brand’s customer, they are 12 times more likely to consider that brand.

CMB’s research has found that consumers’ image of the brand customer matters more than their image of the brand itself. “Consumers love brands that express their identities. And the best way for a brand to become an expression of identity is through a compelling image of the brand customer,” said Erica Carranza, Ph.D., vice president of consumer psychology at CMB. “People’s identities are social—they hinge on relationships with other people. Brands aren’t people, but brand customers are. Helping consumers feel like part of a group that reflects their identity is a powerful psychological motivator.”

AffinID delivers quantitatively validated insight into three critical areas: consumers’ current image of the brand customer, how compelling that image is and how to optimize that image. A key element of the methodology is the AffinID Score, which measures how strongly consumers identify with their image of the brand customer. The AffinID Score is benchmarked against competitors’ scores and proven to better predict brand performance than standard brand perceptions.

Ultimately, AffinID adds a layer of science to the art of marketing, ensuring brands don’t miss an opportunity to communicate a strong social identity. Results from AffinID research can inform creative briefs, casting decisions, campaign development, campaign testing, brand partnerships, sponsorships, choice of spokesperson and more.

Dr. Carranza added, “Competing on functional benefits, like price and convenience, isn’t always practical. Nowadays, consumers have more options than ever—and every choice is an opportunity to express identity. Strategic brands don’t win on price: they win on tribe.”

Planet Fitness Applies AffinID to Evaluate Marketing Progress & Inform Future Directions

Planet Fitness, Inc. (NYSE: PLNT), one of the fastest-growing fitness centers in the United States, has revolutionized the industry with affordable gyms that appeal to people of all fitness levels.

Planet Fitness wanted a breakthrough understanding of their prospects to inform their marketing and fuel continued growth, so it teamed up with CMB to understand prospects’ image of the typical Planet Fitness member, how much prospects identify with that image and how to help prospects see themselves as part of the Planet Fitness community.

“AffinID validated that our marketing efforts are resonating with our target audience. We’re doing a great job of communicating our relaxed, non-judgmental culture,” said Jessica Correa, SVP Marketing at Planet Fitness. “The AffinID results are also helpful as we develop and fine-tune new marketing strategies. We’re creating new ways to help our franchise owners communicate what it means to be a Planet Fitness member.”

AffinID is part of a larger suite of psychologically grounded, consumer-centric solutions CMB uses to give its clients a unique edge in a competitive market. As a validation of its three decades of data-driven market research and strategy expertise, CMB was recently acquired by ITA Group, a worldwide leader in corporate engagement solutions, in order to provide ITA Group’s clients with the targeted market research that addresses their increasingly complex business needs.

To learn more about AffinID and other capabilities, visit CMB’s website, or register here for a recorded introductory webinar.

About Chadwick Martin Bailey

CMB is an AMA Gold Top 50 market research and strategy firm and wholly owned subsidiary of ITA Group that partners with a select group of the world’s leading brands. CMB collaborates on game-changing initiatives, including market identification and segmentation, brand health invigoration, rejuvenating tired trackers, loyalty and advocacy growth, and product and service development. For more information, visit