White Papers
Word of Mouth.
In the fall of 2005, we conducted a proprietary study with 800 adult consumers in which we examined
the incidence and influence of word-of-mouth in several dozen product/service categories.
The following white papers (pdf format) are available for downloading.
- Category Norms for Word-of-Mouth Influence.
The relative importance
of WOM varies widely from category to category. Everybody wants their brand to benefit from it, but this
form of non-commercial communication is rare in some categories and bountiful in others. Where are you?
- The Complexion of Interpersonal Influence.
We define WOM broadly to include
more than literal over-the-backyard-fence conversations. In some categories, seeing others using or
interacting with brands can have a major impact. Likewise, many report being influenced by what they absorb
from non-commercial written sources.
- Venus, Mars and Word-of-Mouth.
Guess what!? Men and women often differ in
the incidence in which they talk about brands, and are not influenced to the same degree within many categories.
Archetypal Analysis
This is unique approach to modeling the heterogeneity within a set of data,
borrowed from the physical sciences. We believe it has relevance in marketing as
an alternative to conventional segmentation.
Choice Analysis
One of our major practice areas is the modeling of consumer choice for purpose
of product design and pricing decisions. Discrete choice analysis is our default
method, but we choose what is most effective.
Miscellaneous
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