Abstract:
Superpromoter research studies the flow of enthusiasm. It asks: who are the company's most enthusiastic customers, how do they spread their enthusiasm (recommending, talking, copying, social media) and how do they influence their peers? These subjects are very rarely studied in science nor in market research.This presentation will explain the theory and will present two different cases, including one conducted for Philips in India and one for Microsoft in the Netherlands. The presentation will also share how these companies implemented the results in marketing and new product introductions. The research motivated a mind shift in these companies from thinking in problems to thinking as enthusiasm-inspiring rockstars.
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Focus on the flow of enthusiasm
Catalogue: Congress 2012: Accelerating Excellence
Authors: Rijn Vogelaar, Arne van de Wijdeven
Companies: Philips International, Blauw Research
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Holland 2.0
Catalogue: 3D Digital Dimensions 2012: (Online + Social Media + Mobile) Research
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Research goes mobile
Catalogue: 3D Digital Dimensions 2012: (Online + Social Media + Mobile) Research
Authors: Sally Joubert, Christian Dubreuil
Companies: Research Now SSI, Luma Research
November 6, 2012
