For the past 14 years, the For Love or Money™ research study has been a mentor, coach, teacher, trainer and therapist*.
All these guiding personas animate an inanimate research study, motivating me to maintain the momentum and discipline of investing in the research year-on-year.
My intention with For Love or Money™ is to provide the wider customer loyalty and loyalty program community with insights they can action to guide the design and deployment of valuable and viable loyalty program assets.
By ‘valuable and viable’ I mean these assets are meaningful and desirable to their members and profitable over the longer term for their business.
(*Therapist = quietly counselling my mind and my heart on the why, what and how I do what I do with For Love or MoneyTM through the lense of loyalty and loyalty programs.)
I am clear on my why, what and how.
In 2025 the manifestation of my ‘why, what and how’ provided (IMO) one of the most valuable frameworks to deliver on the above intention – The Nine Currencies of Collection© loyalty program members care about.
Money – Financial: “Show me the money”
Memory – Experiential: “Offer me experiences more than money”
Joyalty* Moments of Magic – “Add joy and delight to my life”
Time – Functional: “Save me time.Make my life easy”
Me – Personal (E2 = Ego and Exclusivity):“Show me you know me. Make me feel special”
My Choice – “Let me choose my rewards”
Us – Connect to a Cause: “More than me.Give me the opportunity to give”
Our Community – Belonging: “Connect me with a community”
My Data – Use Sensitively: “Respect the privacy of my data.Use sensitively to add value to my life”
While I can drink the Kool-Aid, I have been told on numerous occasions how useful this framework is and how it plays its part to design meaningful and desirable loyalty program propositions.
If you are not convinced, download a copy of the 2025 For Love or Money™ research (free or the comprehensive version) and use the Nine Currencies of Collection© as frame of reference to lift your loyalty programs out of the clutter of conformity.
Have a happy loyalty day!
