Direct Impact: A new role for research in managing influence

This paper outlines an approach to creating and managing online user research put into practice by GSK and its research partner, Firefish, for the launch of alli, a weight loss product.

Direct Impact: A new role for research in managing influence

Bob CookFirefish Innovation and Inspiration

SUMMARY

The marketing community remains energised by the burgeoning potential of social media. The unprecedented level of interconnection of people as a result of the mobilisation and socialisation of the internet, has really magnified the power that word of mouth advocacy can have on the fortunes of products and brands. While the recommendation of trusted friends and peers has long been understood as a potent influencer of opinion and behaviour, the current situation provides new opportunities for brands to communicate with people and an...

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