Measuring, managing and leveraging WOM to move research to a new level

Today’s audience measurement challenge is not about keeping up with technology; it’s about keeping up with consumers. The workshop will provide an overview of how WOM works and its resulting impact on consumers, brands, and market research at large. We will look at what types of consumers can we identify and measure? Do some people provide greater value than others? What tools can we use to track and understand word of mouth and its measurement? Can the nature of WOM teach us about the value of truly Listening to consumers, how can we infuse this learning in our day to day research practice? In this workshop you can expect to:

Understand what word of mouth is & what consumers are worth identifying and tracking

Learn the philosophy of WOM measurement

Hear about types of WOM Measurement through examples and case studies

Understand the difference between organic and amplified word of mouth

Measure short term and long terms effects of WOM

Discuss the way forward for research using WOM thinking and practice, moving research toward a new Listening Paradigm