Word of mouth proves powerful in UK
WARC News The average consumer in the UK talks about 70 brands each week, a greater number than their US counterparts, new figures show. Word of mouth consultancy the Keller Fay Group researched nearly 2,600 British adults, covering over 26,000 online and offline conversations. It is reported that the typical participant directly discussed 70 brands each week, measured against the total of 65 delivered in the US. Female shoppers mentioned 74 products by name per seven days, eight more than males, . More >
The Brits are a Talkative Bunch
The British might be known for being masters of understatement, but when it comes to word of mouth they are anything but reserved. As we at Keller Fay prepared earlier this year to extend our word of mouth tracking research from the U.S. into Britain, I shared the results of our U.S. studies with a number of British agencies and brands. They found the results fascinating, especially the huge amount of brand-related conversations. But many then said, “Well that’s the U.S. We are not . More >
2010 is Not 2007
The following abstract is the last in a series of posts sharing recent Keller Fay conversation data on the product categories Americans mention in daily conversations. Remember the year 2007? This was the year Tony Blair resigned as British Prime Minister. Bob Barker hosted his last episode of The Price is Right. The video game Halo 3 was released and recorded $170-million in sales within its first day. The Boston Red Sox won the World Series. Spider-man was the highest grossing movie . More >
The importance of word of mouth in brand advocacy…
MediaTel: Newsline Simon Stanforth, group search director at Starcom MediaVest Group, analyses the results from last week’s TalkTrack study and says as long as brands continue to develop creative messaging, products and experiences, they will be rewarded by word of mouth – and that’s worth talking about . . . What have you been chatting about today? In 10 conversations a day it’s likely to involve a mention of a brand, according to Keller Fay’s TalkTrack®, the very first . More >
ESPN Advances Cross-Media Metrics for World Cup, Football
Advertising Age For all the hype about cross-platform media measurement in recent years, there hasn’t been much progress made. From Nielsen and Arbitron’s aborted $45 million-plus market-research initiative Project Apollo, canceled in 2008, to the year-old Coalition for Innovative Media Measurement, still months away from launching its first major study for its 22 members, most efforts have been slow at best. So it’s no small feat that Walt Disney Co.’s ESPN was able to pull off . More >
The Influence of Age on Category Conversations
We’ve been digging through a previously confidential Keller Fay TalkTrack® report on the product categories Americans mention in daily conversations. So far we’ve learned which product categories Americans are most likely to discuss and how one’s gender impacts their brand-related conversations. Today, we’re looking at how age determines which product categories are most conversational. The charts below show age plays a significant role in the product categories Americans are most . More >
New TalkTrack Britain Study: “Conversations on Brands are Vital”
Marketing Week When consumers talk to each other about brands – and the average consumer talks about ten different brands a day – they are mostly very positive, making such discussions a key channel for marketers, a new study reveals. Word of mouth could be an even more powerful marketing tool than previously thought, as most conversations consumers have about brands are highly positive. So say the findings of the UK pilot of a study that has been running continuously in the US . More >
How much does word of mouth really affect brand success?
MediaTel Newsline A new study, which aims to confirm just how much word of mouth influences consumer decision-making and brand loyalty, found that as many as 10 conversations a day mention brands. TalkTrack, which tracked more than 14,000 conversations by 2,500 people in May this year, found that 81% of brand conversations take place face to face, although people regularly talk about brands over the phone and online too. The Starcom MediaVest, News International and ESPN-funded study still . More >
85% of Teen Brand Word-of-Mouth Occurs Offline
MediaPost Teens exchange opinions and information about brands more than consumers as a whole – but contrary to what we might expect, relatively few of those conversations take place online, according to the latest findings from TalkTrack®, an ongoing study conducted by market research firm Keller Fay Group, which specializes in word-of-mouth (WOM). It’s true that teens are twice as likely, compared to the general public, to hold brand conversations online. Still, just 13% of teens’ . More >
The Gender Gap in Product Category Conversations
According to my unscientific life experiences, women are more talkative than men. Published studies seem to back up my experiences. Various estimates from numerous studies reveal women speak about twice as many words per day as do men. It’s also commonly cited that 85% of all purchase decisions are made by women. A recent Advertising Age white paper, THE RISE OF THE REAL MOM, cites a Boston Consulting Group study that discloses, “women control $4.3 trillion of the $5.9 trillion in U.S. . More >
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