Decision Watch UK
How a new methodology focusing on the purchase decision helped uncover a segmentation of Influencers to harness the power of word-of-mouth
Fiona Blades Claydon Heeley Jones MasonStephen Phillips Spring Research
Summary
This paper outlines a new approach to investigating and understanding the impact of word-of-mouth on purchases. The methodology has confirmed the power of word-of-mouth but more importantly has identified how this influence travels between people...