Earlier this month we produced a short survey on what loyalty-building plans people had in store for 2016. Our goal was simply to see what kind of gameplans are being taken by those of us tasked with retention and loyalty.

We weren’t trying to be scientific, or come up with some extensive data set from which we could proclaim some amazing breakthrough that would result in an obnoxious press release claiming we had found the Secret to the Fountain of Loyalty™. Although owning a trademark on the Fountain of Loyalty would be kind of cool.

Nah, we just wanted to see what kinds of tactics and budgets loyalty professionals are working with in 2016. After spending a few weeks gathering responses (sorry for folks who tried to view it on their smartphones), we’re glad to report on three clear takeaways:

Humans are complex beings, with billions of cells, neurons, synapses, and other mysterious matter working in collusion to form our being. Every decision we make is informed by that vast network of senses as well as snap judgments, memories, unconscious and conscious biases, habits, and outside influences.

There are literally billions of variables that go into every decision we make during the day, from our first actions upon awakening to when to turn off the lights and go to sleep. For the most part, we’re all thoughtful and rational and attempt to make informed decisions as often as possible.

But then someone offers us something for free.

We love free! Where do we sign up?!