Superpromoter Research: How studying the flow of enthusiasm of customers helps corporate giants

Arne van de Wijdeven and Rijn Vogelaar


In 2008 Blauw Research conducted a study on customer advocacy. The aim of the study was to obtain insight into customer enthusiasm, recommendation behavior and influence. Blauw created a questionnaire with questions on attitudes towards brands and products. Respondents were also asked if they had actually recommended these brands and how their social environment reacted. Also, we asked questions about their personality and their social lives. Over a thousand respondents participated in this study. When we analysed the results we were able to distinguish a particular group who differed from other respondents. Around 20% of the participants of the study were clearly more enthusiastic, liked to share their ideas and were significantly more influential. We named them Superpromoters.