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TGI Explores Word of Mouth
TGI, BMRB's continuous survey of the UK population, is introducing 'word of mouth' questions to help marketers make the most of viral marketing, by enabling them to target and understand the most influential and knowledgeable consumers.
TGI Word of Mouth asks three key questions about a number of key markets that people are likely to discuss with friends and family. These cover products and services from alcoholic drinks, to mobile phones, to cars. Respondents are asked:- How many people they talk to about each product (from 'a few' to 'many'). This question identifies what TGI calls the 'connectors'.
- How much information they would be able to provide others about each product (from 'a large amount' to 'very little or none at all'). This identifies the 'mavens'.
- How likely they feel they are able to convince others about a product (from 'very likely' to 'very unlikely'). This identifies the 'salespeople'.
The first set of findings is based on six months of interviews with 12,000 respondents. Among them, TGI found that:- Respondents who have spoken to many different people about clothes in the last 12 months are 70% more likely to be aged 15 to 34 than the average adult, 20% more likely to be female, and almost 40% more likely to work part-time.
- Those who claim to be experts about financial services, are 80% more likely to visit web sites offering employment opportunities than the average adult, and more than 120% likely to read House and Garden magazine.
- Respondents who say they are very likely to be able to persuade others of their opinions about TV, audio or video equipment are 120% more likely than the average adult to like innovative cars, 80% more likely to love buying new gadgets and appliances, and 60% more likely to refer to the Internet before making a purchase.
TGI is online at www.bmrb-tgi.co.uk
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