Integrating Word of Mouth Into Consumer-Centric Measurement

Ed Keller and Lynne Robinson

This presentation addresses the incorporation of Word of Mouth (WOM) measurement into the TouchPoints multi-media database.

Integrating Word of Mouth Into Consumer-Centric Measurement

Ed Keller and Lynne Robinson

INTRODUCTION

The IPA TouchPoints Initiative was the world’s first consumer-centric survey specifically designed to aid communications planning in the multi-media world. The first TouchPoints Survey was published in 2006,1) the second in 2008 and now the third in 2010. The TouchPoints format has since been emulated in many countries around the world and TouchPoints USA will be launching this year.

During 2009, the IPA undertook an extensive consultation process amongst subscribers to ascertain what they wanted from TouchPoints3. It quickly became apparent that the...

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