A lot of attention is paid (rightly) to branding, but few people are 100% brand loyal: in every purchase the propensity to buy a liked brand is mediated by individual circumstances such as special offers, convenience, the salesperson, mood and yes, sometimes even the weather.

Buried in the circumstances of each purchase are triggers that prompted that particular choice. Certain, specific triggers that decided whether it was a repeated confirmation of a brand relationship – or a fling with someone new.

If these triggers are known, they can be used, to reinforce a dominant brand – or to circumvent it.

Consider for example (as we have) a petrol purchase. Let's say you prefer Brand A, you believe they are a reliable supplier of clean fuel and that they have clean, modern premises. The needle is hovering on empty, however you are on your way to work and you are running tight to schedule. Your preferred outlet is on the wrong side of the road, crossing the traffic will be a hassle. You could postpone until you are on your way home, take a chance you won't need the car during the day. Or you could stop at Brand B, a smaller brand with typically older stations, but on your side of the road.

You will make a decision based on cues you may not notice. Maybe it will be seeing an available pump, or a momentary break in the traffic, or a sign that promises "fast service". You won't think too much about it, after all, it's only petrol.

But knowledge of these purchase triggers could be life and death to the brand, to the service station.

Glide Strategic can give you this critical information, based on situational analysis and motivation research. The methodology will vary depending on your situation but will may include post-purchase individual interviews, focus groups, plotting of the physical actions involved in purchase and experiments with introduced cues.

This is an area of marketing that is neglected because it is difficult, requiring judgement and patience: it is an area where Glide can give you a competitive advantage.