There are 4 questions keeping Brand Managers up at night

Brand strategies aren’t created in a vacuum. You’ve defined Purpose, Value, and Identity. The customer experience feels seamless and partnerships are in place. Yet, despite the strong foundation, some unsettling questions linger:

📊 Who are my best customers, their revenue contribution, and what truly drives them?

📈 Who is most interested in becoming a customer, the value of their low-hanging fruit, and how can we cross them over?

📉 Which customers have one foot out the door, the revenue at risk, and how can we retain them?

💸 Which non-users will probably never buy from us, so we can lower their marketing costs?

These questions aren’t just philosophical—they’re critical to growing your brand. Knowing the answers can mean the difference between sustainable growth and stagnation.

How McQueen Analytics Uncovers the Answers

We don't just differentiate between users and non-users. We use a proven methodology to segment the market in a way that unlocks the ability to estimate current and future customer equity to provide actionable insights. We focus on four key customer categories:

• Believers
• Potential Believers
• Habitual purchasers (Hostages)
• Non-Believers

Believers are the centerpiece of core customers. They think highly of the brand, use it often, and share their advocacy with others.

Potential Believers await at the door. While not currently purchasing, they have a high affinity for the brand and may just need to overcome a small hurdle to add them to the fold.

Habitual purchasers (hostages) are current customers that have lost appeal. They may be on the cusp of discontinuing use.

Non-believers were never going to buy anyway. They are the portion of non-users to pay the least attention. 

This segmentation helps brands understand where to focus their marketing dollars - and how to win in competitive markets.

Case Study: Cracking the Code in Streaming Wars

Take the crowded streaming video market as an example. Everyone knows Netflix is a dominant player, but as subscriber growth slows, the real question is:

Who’s poised to steal their market share?

McQueen Analytics analyzed Netflix, Disney+, Prime Video, and Paramount+ to uncover how Believers, Potential Believers, Hostages, and Non-Believers view these platforms. The findings reveal critical insights into customer behaviors, preferences, and opportunities for growth - insights that could define the next phase of the streaming wars.