Focus on the flow of enthusiasm: Superpromoter research for Philips in India
Arne van de Wijdeven and Rijn VogelaarPhilips International and Blauw Research, Netherlands
Introduction of the superpromoter
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...