In Tuesday’s FT Chet Henderson of Unilever Insight (the multinational’s research arm) discussed with Carlos Grande why the company had taken the decision to move 80% of its market research to the web. “Internet response are more honest than those gained by traditional methods,” Henderson observed. The article points out that the market [...]
Archive for the ‘net promoters’ Category
Why is consumer-generated commentary so negative?
October 26th, 2006 — MarkA client, reviewing some of the sentiment scores on the net approval work we have been doing for them recently asked: “why are these people so negative? We don’t get these scores from our off-line net promoters work.”
The client was identifying a pattern we see quite regularly. Online commentary is more negative than [...]
Measuring word of mouth
July 5th, 2006 — MarkHow do you measure word of mouth? The increasing importance of social networks to brands and advertisers has raised this problem very sharply in the last few weeks. Media owners, pharmaceutical companies, automotive manufacturers all need to know the same thing: how am I doing?
If a brand can establish how it is doing [...]
Measuring buzz marketing ROI
April 28th, 2006 — MarkThe last few days have seen us talking to a number of different companies about whether it is possible to measure the success of marketing campaigns using our tools. It is.
The traditional way of measuring marketing success is:
1. Sales of the product. This is the point of the exercise after all. [...]