Grounded in social science, the first to know innovations diffusion demonstrates the role of different categories of innovators in spreading the word of mouth. Is it possible to combine it with a data system to further support its predictability?
Grounded in social science, the first to know innovations diffusion demonstrates the role of different categories of innovators in spreading the word of mouth. Is it possible to combine it with a data system to further support its predictability?
Brand Semantic Clustering suggests innovation, comprehensive, spontaneous, perennial and economic outlook on market research. It provides insights concerning brands based on the semantic clustering of spontaneous data on the main social networks. It combines human discourse analysis and artificial intelligence, thus allowing that the depth of the qualitative survey reaches an even larger scope than the traditional quantitative tools. This methodology was selected for the Brand Audit of Ambev's premium national brands because, in addition to the aforementioned advantages, it also focuses on discourse analysis. Since these brands were promulgated through word of mouth, determining what generated peaks of conversations and to which level they differed across the singular regions of the country.
Brand Semantic Clustering suggests innovation, comprehensive, spontaneous, perennial and economic outlook on market research. It provides insights concerning brands based on the semantic clustering of spontaneous data on the main social networks. It combines human discourse analysis and artificial intelligence, thus allowing that the depth of the qualitative survey reaches an even larger scope than the traditional quantitative tools. This methodology was selected for the Brand Audit of Ambev's premium national brands because, in addition to the aforementioned advantages, it also focuses on discourse analysis. Since these brands were promulgated through word of mouth, determining what generated peaks of conversations and to which level they differed across the singular regions of the country.
This presentation is based on a study designed to follow people as they made an important purchase decision - their next new car. The presenters found very different approaches and behaviours, and were able to track the real effect of ads (greater), influence of test drives (less, but with huge potential), importance of word of mouth, dealers and online research. New buyer typologies emerged, and the purchase funnel model was finally discredited. This project has wider implications for anyone conducting purchase process research or planning to target buyers of higher ticket goods.
Marketing academics and practitioners struggle to understand the impact of social structure and context on WOM flow. Understanding is fundamental, not just to the WOM industry worldwide, but for all Market Researchers to contribute in understanding the most important driver of purchase behaviour: personal recommendation. The presentation addresses these questions presenting the methodology and preliminary results of a world-first research study using a Facebook application and Social Network Analysis to track offline brand-based conversations across multiple generations. The feasibility and potential pitfalls of utilising a personal social network (Facebook) to conduct research is outlined.
Stimulated by the rise of social media, 'conversational marketing' techniques have gained tremendous importance - a paradigm shift in the way we think about marketing and marketing communications. The empowered consumer now has the power to market a product or brand partly. Smart companies listen to what people say and take action. Those fans will spread the word about a brand or product with enthusiasm and passion. Unilever, as a FMCG company, has undertaken several initiatives to integrate the concepts of word-of-mouth and word-of-mouse into marketing strategies.
This paper addresses the incorporation of Word of Mouth (WOM) measurement into the TouchPoints multi-media database. It allows investigation of the most effective means of reaching groups to effectively schedule paid and owned media to drive earned media exposure. The data also gives guidance into the type of channels that the earned media will be delivered through, with details about specific conversations at the category and brand level, allowing for analyses of how much conversation specific brands are generating, the polarity of their conversations, and the forces that help drive conversation.
The paper looks at literature on how people interpret negative publicity and uses a wide ranging review of the latest psychological and cognitive research to put findings into the context of the human mind. Primary research was conducted to investigate a contemporary case study of how negative publicity plays out in the online environment for a real brand (a new restaurant in Cape Town's internationally renowned culinary scene). The researchers find that the patterns of online behaviour corresponds with what literature predicts, providing firm support for the research reviewed and synthesised within this paper.
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 peoples opinion of the stores they frequent. as it does in numerous countries, Wal-Mart decided to pay special attention to Québec and to reinforce its commercial adaptation policy. this has resulted in a more favourable public opinion towards Wal-Mart. Public opinion has increased by 30% in only two years (from 2006 to 2008) in Québec. Wal-Mart also became Quebecers favourite place to shop; its market share is up by 1% and sales by close to 10%. Wal-Mart is an exception. a recent survey (leger Marketing, May 2008) shows that 86% of clients find that a good quality/price ratio is more important than a strong reputation