Lubricant sector

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Decoding Buyer Preferences: The Intricacies of the 'People or Brand?' Survey in the Lubricant Industry

In the ever-evolving landscape of the Buyer Revolution, where preferences and priorities shape purchasing decisions, the ‘People or Brand?’ survey emerges as a pivotal tool for understanding the nuanced dynamics between brand influence and personalisation. Tailored to capture the essence of buyer sentiment, this survey delves into the intricate interplay between the power of a brand and the personalised touch offered by individuals within a company. In this article, we explore how the ‘People or Brand?‘ survey serves as a channel for buyers to articulate their preferences, guiding lubricant providers in striking a delicate balance between established brand influence and personalised service.

This is an important part of The Buyer Revolution research project in to the changing face of the lubricant supply chain. 

The Dual Influence of Brand and Personalisation

The ‘People or Brand?’ survey marks a significant departure from traditional market research approaches by acknowledging the dual influence of brand strength and personalisation in the buyer’s decision-making process. While established brands wield considerable influence through their reputation, quality assurance, and brand equity, the personal touch offered by individuals within a company adds a layer of trust, authenticity, and human connection to the buying experience.

Articulating Buyer Preferences

At its core, the ‘People or Brand?’ survey provides buyers with a platform to articulate their preferences and weigh the significance of brand recognition against personalised service. By soliciting feedback directly from buyers, the survey seeks to unravel the underlying factors that drive purchasing decisions and shape perceptions of value within the lubricant industry. It empowers buyers to express their opinions, share their experiences, and contribute to a deeper understanding of the evolving dynamics between people and brands.

Guiding Lubricant Providers

For lubricant providers, participation in the ‘People or Brand?‘ survey offers invaluable insights into the preferences and priorities of their target audience. By analysing survey responses and distilling key trends, providers can gain a deeper understanding of the delicate balance between brand influence and personalisation. This insight enables providers to tailor their marketing strategies, customer interactions, and service offerings to better align with buyer expectations and preferences.

Striking a Delicate Balance

In a competitive marketplace where buyer loyalty and brand allegiance are fiercely contested, the ability to strike a delicate balance between brand strength and personalisation is paramount. The ‘People or Brand?’ survey serves as a guiding light for lubricant providers, helping them navigate the complex interplay between established brand identity and the human element of customer relationships. By embracing the insights gleaned from the survey, providers can cultivate authentic connections, foster trust, and differentiate themselves in a crowded marketplace.

Embracing the Human Element

At its essence, the ‘People or Brand?’ survey underscores the enduring importance of the human element in business relationships. While brands serve as powerful symbols of quality and reliability, it is the personal connections forged between individuals that truly resonate with buyers. By prioritising authenticity, empathy, and responsiveness in their interactions, lubricant providers can elevate the buyer experience and cultivate long-lasting relationships built on mutual trust and respect.


In conclusion, the ‘People or Brand?’ survey represents a paradigm shift in how we understand and navigate the complexities of buyer preferences within the lubricant industry. By recognising the dual influence of brand strength and personalisation, the survey empowers buyers to voice their opinions and shape the future of customer engagement. As lubricant providers strive to strike a delicate balance between brand identity and human connection, let us embrace the insights gleaned from the ‘People or Brand?’ survey and chart a course towards greater authenticity, relevance, and resonance in our interactions with buyers. Together, we can forge stronger bonds, drive meaningful engagement, and propel the lubricant industry towards a future defined by trust, transparency, and collaboration.

Take the survey and have your voice heard and take the survey People or Brand.

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