While programs exist to help marketers understand and track what is being said in blogs, chat rooms and social media, until now there has been no systemized tracking method to measure offline, person-to-person conversations, such as telephone and face-to-face discussions. Based on TalkTrack®, we now know that more than 90% of word of mouth takes place in such offline venues.
Interviewing a large, nationally representative sample of 36,000 Americans ages 13+ each year, TalkTrack® measures over 350,000 conversations about brands annually, allowing for finely-grained time series tracking, plus detailed analyses for niche markets, across hundreds of brands in dozens of categories. Feedback is collected on an open-ended basis and is linked to key quantitative metrics such as polarity, recommending, customer opinion, references to media and advertising information sources, credibility and anticipated actions.
In the year after its launch, TalkTrack® was honored by the Advertising Research Foundation with its Grand Innovation Award given to Brad Fay in 2007.
All major consumer categories are covered in TalkTrack®: automotive; beverages (alcoholic and non); children’s products; financial services; food & dining; health & healthcare; home & home products; household products; sports, recreation & hobbies; media & entertainment; personal care & beauty; shopping, retail & apparel; technology; telecommunications; travel services.