Resources Library by ANA

A holistic approach to the measurement of WOM

An holistic approach to the measurement of WOM and its impact on consumer's decisions.There is a growing recognition of the power of word of mouth. Join us for a stimulating session in which we'll share results from new research that takes a unique,...

Catalogue: WM3 2009: Change Is In The Air...

Authors: Edward B. Keller, Barak Libai

Company: Engagement Labs

May 7, 2009

A-Ha

The ideas outlined in this paper will seek to improve the profitability, profile and value of market research agencies across Asia.The paper shows how the creation and management of online communities can move market research from being a cost centre...

Catalogue: Asia Pacific 2009: Competing On A World Stage

Author: Peter Harris

Company: Colmar Brunton

April 7, 2009

Regional adaptation of multinationals

There is no doubt that poor public opinion generally has a negative impact on business. In fact, one-third (33%) of Quebecers surveyed by leger Marketing admit that their shopping habits are influenced by other people’s opinion of the stores...

Catalogue: Congress 2008: Frontiers

Authors: Serge Lafrance, Yanik Deschênes, Terence Flynn

Company: Leger

June 15, 2008

Car talk

Word of mouth is the hot topic in marketing these days. As reported by BrandWeek.com, spending on word of mouth marketing is projected to hit $1.3 billion (US$) in 2008. Interest in measuring and managing word of mouth communication about brands has...

Catalogue: Automotive 2008

Author: David G. Bakken

Company: Harris Interactive (Europe)

March 3, 2008

Evolution of beauty: Dove case study

In traditional campaign post-testings only the impact of direct exposure (people actually having seen the creative) is measured. By doing so, all dynamics behind the buzz in terms of word-of-mouth and word of mouse and how this influences consumer...

Catalogue: Congress 2007: Excellence

Authors: Niels Schillewaert, Steven van Belleghem, Severine Distave, Tom De Ruyck

Companies: InSites Consulting, Unilever

September 19, 2007

A new approach for measuring 'buzz'

With the growth of the internet, a new dimension was added to Word of mouth, namely word of mouse. This paper introduces a new model that can serve as a framework for marketers, advertisers and market researchers for better understanding online word...

Catalogue: WM3 2007

Authors: Dennis Claus, Steven van Belleghem, Christophe Vergult, Niels Schillewaert

Company: InSites Consulting

June 3, 2007

Measuring word of mouth

While still in its infancy, the practice of developing and implementing marketing strategies designed to leverage the power of personal recommendations on a grand scale holds great promise. This paper combines a discussion of the results from a...

Catalogue: Leisure 2006

Authors: Heather Magaw, Judy Melanson

October 8, 2006

Going for gold

This presentation evaluates how communication - both pro-active, controlled media, uncontrolled publicity and word of mouth - impacted on London backing the bid to host the 2012 Olympic Games.

Catalogue: Consumer Insights 2005

Authors: Claire Spencer, Mike Lee

November 15, 2005

Harnessing the grapevine

The rise of word-of-mouth is placing increasing importance on consumers at the centre of the conversation.These consumers, once identified, can be a valuable resource not only for carrying messages, but throughout the marketing cycle from identifying...

Catalogue: Congress 2005: Making A Difference

Authors: Jan Berry, Tim Wragg

Company: GfK

September 21, 2005