---
title: Affinity and Behavior - Parsing Value in Your Customer Market
description: Everyone wants to look at Brand Health. This looks at the future breakdown to examine Brand Health more closely.
---

[McQueen Analytics Journal](https://mcqueenanalytics.com/blog)

# [Affinity and Behavior - Parsing Value in Your Customer Market](https://mcqueenanalytics.com/blog/affinity-and-behavior)

 Written by [Chris Podehl](https://mcqueenanalytics.com/blog/author/chris-podehl) | Dec 10, 2024, 2:30:00 PM

# Uncovering the Hidden Insights of Your Customers' True Value

Do you know which customers are the most invested in your brand - and which might be quietly moving on?

McQueen Analytics helps uncover the nuances of customer sentiment and behavior to reveal actionable insights for meaningful change and quantifiable revenue impact.

## Mapping Customer Profiles

To understand your customer base, we start by analyzing the two key dimensions of any customer base:

- **Affinity**: How deeply connected are your customers to your brand? 
- **Behavior**: What are your customers doing? 

 

Once we gather data, we map customers into categories that reveal unique opportunities and challenges (as noted [in our last post](https://mcqueenanalytics.com/blog/next-for-brand-management)):

- **Believers**: Highly connected and loyal. They drive the most revenue and can inspire others.
- **Potential Believers**: On the cusp of engagement. They may need small changes or reassurances to deepen their relationship with your brand.
- **Hostages**: Currently engaged, but their loyalty is fragile. Retention strategies are critical here.
- **Non-Believers**: Least likely to engage. Understanding this group helps redirect resources effectively.

 

 

## How McQueen Helps in Strategizing

In a recent study, 47% of customers fell into the Believer category, making them the foundation of the brand’s success. Another 8% were Potential Believers, offering untapped opportunities with the right approach. At the same time, 12% were Hostages, highlighting an urgent need to address dissatisfaction and retain their business.

These insights allowed for a sharper focus:

- Reinforce what Believers value most.
- Address the barriers keeping Potential Believers from fully engaging.
- Tackle the pain points driving Hostages to consider leaving.

#### **Case Study: Streaming Providers potential to gain . . . and lose**

We applied this approach to the streaming industry, studying Netflix, Disney+, Paramount+, and Amazon Prime Video. By examining their Believers, Potentials, Hostages, and Non-Believers, we identified critical patterns in customer satisfaction and revenue impact.

This process isn’t about labeling customers — it’s about understanding the dynamics of their relationship with your brand. The insights can guide smarter decision-making, prioritize efforts, and uncover areas of real growth.

#### McQueen Analytics can help quantify your customer categories too.

 

 

[View full post](https://mcqueenanalytics.com/blog/affinity-and-behavior)

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