BFF Methodology

MBLM conducted an online survey among 1,003 adults, 18 and older, with quotas established by age, gender and region in order to ensure national representation. The survey took place from 10/23/18 through 10/26/18, and the margin of error at the 95% level of confidence is +/- 3.09%.

Participants were exposed to a list of 25 well-known individuals from the world of entertainment, sports, business and politics. From this list, they were instructed to select eight that they considered their personal favorites. For the remainder of the survey, they evaluated the eight personalities they selected across a series of characteristics, with the results used to model the degree of emotional connection with each personality.

The modeling leveraged insights from MBLM’s landmark Brand Intimacy Study to create a quotient score based on:

  • The emotional connection consumers have with celebrities
  • Rating of celebrities across 15 statements that reflect the nature and strength of the emotional connection
  • The frequency of buying products or supporting causes associated with these celebrities
  • The degree of deprivation they might feel if a particular celebrity didn’t exist

Each personality was scored on our Brand Intimacy Quotient. The Quotient is a composite measure that reflects the intensity of the relationship between consumers and famous figures—the higher the Quotient score, the more intense the emotional relationship with a celebrity.

To see the Methodology of our annual Brand Intimacy Study: