What information are marketers gathering when they ask customers to name their preferred company for a product?

When marketers ask customers to name their preferred company for a product, they are primarily gathering insights related to brand affinity, which is often referred to as "share of heart." This term reflects how much customers feel emotionally connected to a brand, indicating their preference based on an emotional bond rather than just transactional loyalty.

This type of information is invaluable for brands because it goes beyond traditional metrics like market share or sales figures; it taps into customer sentiments and brand perception. Understanding share of heart helps marketers tailor their strategies to not just meet consumer needs but to resonate with them emotionally, fostering deeper connections and stronger loyalty.

In contrast, while consumer trust, market share, and brand loyalty are important concepts, they focus on different dimensions of customer-brand relationships. Consumer trust relates to the credibility and reliability of a brand, while market share refers to the percentage of total sales in a market segment that a brand holds. Brand loyalty signifies a customer's commitment to repurchase or continue using a brand, but asking for a preferred company highlights more of an emotional inclination rather than just loyalty.