TNS – Quantifying the contribution of word of mouth to brands via tracking

Sue Burden and Helen Rowe
TNS

BACKGROUND

  • The relationship between word of mouth and advertising is presumed to be a positive inter-reaction – i.e. successful communications will get talked about and so will fuel positive brand word of mouth. We wanted to provide concrete evidence of this relationship.

  • Showing the benefit of word of mouth to the brand could also encourage clients to exploit this potentially valuable channel in a more pro-active manner.

  • In addition, as we are now regarding word of mouth as a channel of communication for brands, surely it should be included in tracking studies alongside the existing mass media channels, even at times when the brand was not specifically initiating a word of mouth campaign?