Keller Fay Rolls Out Continuous WOM Tracker in UK

US-based word-of-mouth (WOM) research and consulting firm Keller Fay has officially rolled out its TalkTrack study in the UK, to continuously measure both offline and online word-of-mouth feedback.

New Jersey-based Keller Fay focuses exclusively on WOM marketing, and offers research-based approaches for testing, evaluating, tracking, and improving clients' WOM campaigns.

At the end of last year, the firm piloted its proprietary TalkTrack panel in the UK, following its launch in the US in 2006.

Through the roll out, TalkTrack Britain will provide a continuous study of consumer WOM across all channels - online and offline - by analysing more than 250,000 brand conversations annually across all major consumer categories. Initial clients include Carat, Omnicom Media Group (OMD, PHD, Brand Science) and ESPN.

Steve Thomson, UK MD of Keller Fay, comments: 'The importance of WOM and its ability to drive sales and brand health have been proven many times, but to date, there has been no ongoing system for 'listening' to all brand-related conversations across all channels. TalkTrack Britain fills that void, giving marketers a comprehensive snapshot of brand conversations and clear strategies for getting your brand talked about.'

Early results from the 2011 study show that the average British consumer discusses around 10 brands per day - 81% of WOM takes place face-to-face, 10% is via phone, and 9% is online (including e-mail, texting, and social networking sites). Around two-thirds of conversations about brands are 'mostly positive', with more than one-third of WOM with an active recommendation to buy or try a brand/product.

Web site: www.kellerfay.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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