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Partnership to Boost Evidence for Word of Mouth
In the US, BIGresearch has announced a partnership with The Word of Mouth Marketing Association (WOMMA). The association will use BIGresearch's proprietary SIMM (Simultaneous Media Usage Study), which connects media use and purchasing, to help members monitor ROI for word-of-mouth campaigns.
The partnership was announced at WOMMA's Word of Mouth Research Symposium in Washington, D.C. this week. The association has recently reaffirmed its commitment to providing 'exclusive, valuable, and exciting word of mouth research' to its members, in order to help overcome what it sees as one of the major obstacles to the success of word of mouth marketing - the lack of proven ROI measures and supporting data.
'Word of mouth marketing has to clear the research hurdle in order to be genuinely embraced as the kind of marketing technique that everyone has in their toolbox' says Dr. Joe Pilotta, VP of Research at BIGresearch and a member of WOMMA's Research Council. 'As a member of WOMMA and a company that supports the growth of the word of mouth industry, BIGresearch has a vested interest in helping the industry wrap its arms around the proof and data it needs to thrive.'
In addition to SIMM, which is conducted two times a year and interviews over 15,000 consumers, BIGresearch also runs the syndicated Consumer Intentions and Actions Survey (CIA), with more than 7,000 respondents each month. The firm is online at www.bigresearch.com .
WOMMA is a trade association for the word of mouth marketing industry with more than 300 corporate members. More information about its research initiatives is at www.womma.org/research.htm .
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