Much of what we talk about here at AutoBuying101.com is very pragmatic automotive analysis. How does one particular car compare to another? Who’s offering the best incentives? How is the gas mileage?
But what about the emotional component? How much do we love our cars?
The LEAP Index from New Media Metrics measures emotional attachment to all varieties of consumer brands, not just cars. LEAP stands for Leveraging Emotional Attachment for Profit, and their proprietary research model asks questions designed to measure this emotional attachment, on a scale of 1 to 10. They then calculate the percentage of people who answer 9 or 10.