Today’s teens live in the fast lane – school, homework, extra-curricular activities like sports or band, a social life, and in many cases a part-time job take up much of their time. They are on the go from early in the morning to late at night. And often fast food is the quickest and easiest option to fuel their fast-paced lives. Recent Keller Fay research from TalkTrack®, our ongoing study of what people are talking about, both online and offline, shows that teens are also highly likely to talk about fast food, or QSR (Quick Service Restaurants): 20% of QSR WOM is among teens age 13 to 17. And for some of the more popular brands, teens account for more than one-quarter of those talking about them (Burger King, 27%;
Yes, the weather, football, and – in recent days at least – the Royal Family. But, through Keller Fay Research, we know that most Brits like to talk about the products and services they use, and the brands they love and hate. Social media is facilitating many of these conversations, of course, but word of mouth (WOM) about brands is as old as branding itself, and it has not gone away as a primary medium of conversation. So in the UK (like the US and most probably other countries), we know that the overwhelming amount of brand-related discussion continues to take place offline – at home, in the office, on the bus, and at the school gate. As Mark Ritson recently noted, it may be somewhat naive to expect consumers
Our first dish on word of mouth in the Food & Dining category shared that Americans talk about food-related brands more than any other product category. Fast food companies and packaged food brands have significant social currency. Our second dish shared the differences that exist between which food & dining brands women talk about versus those men talk about. Our third dish focuses on Food & Dining Conversation Catalysts™. Through its ongoing TalkTrack® study, Keller Fay is able to identify American consumers who regularly give more advice to others and have more credibility when they recommend a brand to their friends and family. Keller Fay has found that Conversation Catalysts™ represent less than 10% of the American population but they are up to two to three times more likely to
We’re in the middle of our three-course meal sharing interesting research from a client-only Keller Fay TalkTrack® report about the Food & Dining category. In our first course, we shared how active Americans are in talking about food & dining brands and which brands they most often mention. For this dish, we’ll serve up the gender differences that exist and share how credible and actionable word of mouth conversations about food & dining brands are. Americans who talk about food & dining brands skew female. According to Keller Fay, the male/female split is close to 50/50 for all marketing-related word of mouth conversations. However, for food & dining brands, the split is 55% women and 45% men. It’s clear. Women are more active than men in engaging in conversations with
The Food & Dining product category is one of the more interesting categories Keller Fay measures through its ongoing TalkTrack® study. It’s interesting because brands in this product category range from quick service restaurants (QSR) to casual dining to grocery stores to packaged goods. It’s also interesting because these are beloved brands that are highly talkable. Christine Cea, Unilever Brand PR Director, defines a talkable brand as one that penetrates the culture and becomes “…so seamlessly woven into the fabric of conversation that sharing brand-related information takes on the value of social currency.” Food & dining brands like McDonald’s, Starbucks, Kraft, and Subway all have social currency as evidenced by the Keller Fay statistic revealing nearly 60% of Americans mention a food & dining brand at least once every day
by Karin von Abrams, Senior Analyst eMarketer October 12, 2010 The first edition of “TalkTrack Great Britain”, commissioned by Starcom MediaVest Group (SMG), News International, and ESPN from Keller Fay Group, was the UK pilot of a study carried out in the US since 2006. TalkTrack surveys aim to discover how much consumers are influenced by word-of-mouth discussions about brands. Keller Fay analyzed 14,000 brand conversations by 2,500 adults during two weeks in May 2010. Subjects recorded details of their talk about brands, such as when and how these discussions took place, which media were mentioned, and what the prevailing mood of each conversation was. Researchers also contacted the conversation partners of the 2,500 primary subjects, and asked whether the exchanges had influenced their views of a brand or their
So far in these TalkTrack® Abstract postings we’ve established that Americans are a talkative bunch, mentioning brand names at least 60 times per week in everyday conversations with people. We’ve also established that credibility disparity exists between offline and online word of mouth. And, we’ve learned who a Conversation Catalyst™ is and what product categories they discuss most often. Let’s dig deeper into the product categories the general American public discusses by looking at a just-compiled TalkTrack® report. As a reminder, the TalkTrack® study from Keller Fay is a continuous measurement service that tracks brand-related word of mouth conversation regardless of medium and includes both offline and online conversations. The study involves 36,000 Americans (ages 13-69) annually and uses a mix of online surveys and diary-assisted reporting to record a
Click here to view the PDF
Recognizing that a consumer’s two cents are well worth their dollars, General Mills and Kraft have both launched new word-of-mouth networks. For General Mills, it is “Pssst…,” an online network that gives members the scoop on the latest product news and offerings. The site, pssst.generalmills.com, currently has 100,000 members after a quiet launch last month. General Mills, which piloted a test phase last fall, has been spreading the word via e-newsletters. Pssst uses an initial survey to help gauge product preferences. Once registered, users can voice their opinions via blog posts, share online coupon offers and recipes, and test new sample kits via the mail. Shortly after the site went live, General Mills distributed its new Progresso Broth extensions to 23,000 recipients, along with a $1.25 coupon offer. “It’s really
- Published in News & Events
NEWS & INSIGHTS
- Word-of-mouth/offline marketing doesn’t always ...
What do Palmolive, Corona, RCA and PayPal have in Common? They are All “Social Misfits” According to a New Report from Engagement LabsNew TotalSocial™ Analysis Profiles Brands that ...
- Political operatives aren’t the only ones...