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Motif (This is Motif Limited)

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Company Profile

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Motif is a loyalty insights agency that specialises in revealing motivations, building brand loyalty, and powering business success.

We help our clients understand what truly motivates their customers, and how to increase customer loyalty. We provide a deep understanding of what drives customer motivations, using strategic insight to build better, more profitable relationships.

A veteran of the industry, our 25 years’ experience in CX/VoC has informed a new perspective. Our bespoke loyalty model is a better predictor than NPS when it comes to acquisition, retention, and share of wallet, and we can prove it.

Our model determines each clients’ loyalty profile and plots them alongside their industry competitors, identifying key strengths and weaknesses along the way. We then use our building blocks of loyalty: quality, value, sharing, closeness, and magnetism, to target our recommendations to clients.

With a wealth of sector experience, our offer encompasses both quantitative and qualitative methodologies. We deliver cutting-edge insight which powers business success, resulting in happier, more profitable, and – most importantly – more loyal customers.

Our specialisms

Accountancy, Automotive, Catering/Hospitality, Central Government, Charities/Voluntary, Drinks (Alcoholic), Drinks (Non-alcoholic), Education/Training, Electrical Goods, Energy/Utilities, Entertainment – in home, Entertainment – out of home, Environmental, Events/Conferences, Fashion/Clothing, Finance/Investment – Business, Finance/Investment – Personal, FMCG – General, Healthcare, Home/Garden/DIY, Insurance, Legal, Media (Broadcast), Media (Print), Mobile (online/media), Office Equipment, Online Media, Online Retail, Property/Construction/Housing, Public Services, Retail, Social Media, Sport/Leisure/Arts, Sustainable Energy, Technology, Telecoms/Mobile/Internet, Transportation, Travel/Tourism, Wellness/Fitness
Advertising, Behaviour Insights, Brand/Branding, Business-to-Business, Communications/PR, Competitive Intelligence, Concept Testing, Consumer, Customer Communities, Customer Experience, Customer Loyalty, Data Analytics, Employee Research, International, Multi-Mode Fieldwork, New Product Development, Pricing, Product Testing, Reputation Management, Social Media, Usage & Attitude
Ad hoc, Advanced Statistical Techniques, Benchmark Studies, CAPI, CATI, Consultancy, Continuous, Depth Interviews, Desk Research, Ethnography, Event Evaluation, Executive Interviews, Face-to-Face, Focus Groups/Group Discussion, Foreign Languages, Hall Tests, In-Home/Doorstep Interviews, In-store/exit Interviews, Mobile Surveys, Multivariate Stats and Modelling, Observation, Online Communities, Online Focus Group Hosting, Online Research/CAWI, Online Results and Data Portals, Online Surveys, Postal Research, Qualitative, Quantitative, Street/Mall Interviews, Syndicated Surveys, Telephone Interviewing, Tracking, User Experience
Affluent, High Net Worth, Older People, University/College Students, Women
Australasia, Canada, Central America, Central Asia, Central Europe, Eastern Europe, France, Middle East, Northern/Western Europe, Republic of Ireland, South America, UK, USA, Worldwide

Our people

Senior Contacts

Julian Adams (Head of Custom Research)

Amanda Boote (New Business Development Director)

Kevin Ford (Head of Data Solutions)

Chris Hall (Commercial Director)

Rachel Mason (Operations Director)

Virginia Monk (Managing Director)

Joseph Parker (Brand Director)

Eamonn Santry (Consultant)

Nigel Spackman (Non-Executive Director)

Breakdown of Personnel

Admin/Support staff: 14

Executive/Research staff: 30

Non-research: 4

Data processing: 8

Telephone interviewers: 100

Telephone managers/supervisors: 8

Total Number of Employees: 51 to 100


“Motif understand our business and the ever-changing market place we are in and have shown great flexibility and responsiveness to our requests. We have a long-standing relationship with Motif and over the years they have consistently demonstrated their commitment to us.”  
Karl Servini, Head of NPS Design & Strategy,  Lloyds Bank

“We partnered with Motif because we were confident they could deliver complex insight from hard to reach audiences in an engaging and actionable way. The insight they uncovered has boosted our confidence in developing our brand communications plan for 2019 and beyond.". 
Nic Chambers-Parkes, Head of Communications and Marketing, Virgin Care

“The work our CX Programme and Motif have partnered on has prompted a sea-change in the way we think about researching customers in the business. We value it as a vital input into strategic decision-making and, as a result, there’s a real thirst to hear the voice of the customer across the organisation.

Working with the loyalty model has been a game-changer. We can now draw a clear link between customer attitude and their behaviour, and we can begin to model the ROI of potential CX improvements.”
Nicky Pattimore, CX Programme Chair, City and Guilds Group”

“Motif really listen to our objectives and they work with us to arrive at solutions rather than trying to force us into something that is easier for them to administer. The work they have conducted with us has helped us identify priorities and drive our business forward. I have always found them excellent at standing up for the customer view.”
Rosie Hayes, Customer & Market Insight Consultant, Allianz”


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