Claire Myerscough, business intelligence director at News International, believes that with the help of TouchPoints3 (which now includes WOM data), 2010 will see WOM become a big planning consideration for the first time. In April, Myerscough wrote an interesting article explaining why advertisers are more likely to take note of WOM now that more research is available. “We consumers naturally place great value on the opinions of those that we trust and consider to have similar needs and desires as us (or indeed those who we aspire to be like),” she said. “Recently published research now shows that recommendations from family and friends trump all other touch points when it comes to influencing purchases.” - News International
TalkTrack is a crucial new study for brands in the UK, given its unrivalled ability to track brand advocacy via word of mouth. We have long since known how much word of mouth can affect brand success but TalkTrack allows us to track who, what, when, and where brand conversations are taking place. Knowing the impact of media and marketing and who the most influential consumers are is crucial in understanding the role media can have an earning share of voice.” – Stewart Easterbrook, CEO, Starcom MediaVest Group UK
Keller Fay’s TalkTrack findings are helping marketers move out of the anecdotal era of WOM, and finally uncovering what occurs in all types of conversations (not just online). For Prevention magazine, their report on Boomer Women Word of Mouth has greatly expanded our knowledge of how Boomer talk works and its incredible value. In a short period of time Keller Fay have established themselves as the go-to company for word of mouth research. - Cary Silvers, Director of Consumer Insights, Rodale
The work we’ve done with the Keller Fay Group has elevated our agency’s thought leadership profile. We’ve used TalkTrack to uncover WOM behavior among business-to-business audiences and developed valuable, original insights for our clients and our industry. TalkTrack is a unique tool for understanding face-to-face WOM, the place where the majority of conversation and recommendation is happening. It’s critical to understanding the total WOM universe. - Laura Shuler, President, US and Chief Strategy Officer, Jack Morton
We are proud and pleased to have been the first client of Keller Fay’s TalkTrack. TalkTrack provides us with a unique and invaluable perspective into all the channels that drive word of mouth advocacy for our clients – offline, as well as online. TalkTrack is a vital tool for delivering value to existing accounts and winning new business. - Kate Sirkin, EVP, Global Director of Research, Starcom
We at Hyundai received great value from Keller Fay’s Word of Mouth Workshop. The Keller Fay team engaged our senior marketing representatives and key agency personnel in a session that was both fact-filled and creative. The workshop made us more focused on the importance of consumer word of mouth and more organized in our efforts to build stronger word of mouth. Keller Fay’s analysis and insights were powerful and actionable, and included a number of important findings that we have not seen in other research. We look at Keller Fay as the experts in the word of mouth space. - Justin Osborne, National Manager, Brand Strategy & Development, Hyundai
You guys really do great work. I particularly like the analysis of PR and the influential consumer segments – great way to tell the PR story vs. the advertising story. - Josh Gilbert, Senior Brand Strategist, Weber Shandwick
Word of mouth is a critical touchpoint for all of our clients’ brands. When it comes to research about word of mouth, Keller Fay stands in a class by itself. Their insights into the drivers of consumer word of mouth and engagement are helping our agency to drive word of mouth advocacy and with it, greater brand growth. - Jim Kite, Strategic Development Director, Starcom Mediavest Group
For the last few years we have been frustrated by the limited, biased, and even negative “buzz” documented on the web. TalkTrack has opened up a powerful new option by unlocking the majority of dialogue enabling us to truly “listen” to American consumers. This has provided a clearer, more complete picture of what the majority are talking about – how they feel about our brand, the context in which they speak about our brand, and insights into emerging trends. - Artie Bulgrin, SVP Research and Sales Development, ESPN
BabyCenter wanted insight into the power of word of mouth, so we went to the experts at Keller Fay Group to provide the first in-depth look at the quantity, quality, and impact of word of mouth among pregnant women and new moms. As the definitive leaders in word of mouth marketing, the Keller Fay Group was able to offer unique insights that we will continually use to open new doors and increase ROI for our marketing clients. The Keller Fay Group was a true partner every step of the way, bringing the highest level of service to the project. - Lisa Freitag, Director, Sales Development, BabyCenter
