Word of mouth measurement and beyond
Measuring, managing and leveraging WOM to move research to a new level
| Barcelona / 16 November 2010 In combination with Qualitative 2010 |
Registration available soon |
Workshop overview
Today’s audience measurement challenge is not about keeping up with technology; it’s about keeping up with consumers. The workshop will provide an overview of how WOM works and its resulting impact on consumers, brands, and market research at large. We will look at what types of consumers can we identify and measure? Do some people provide greater value than others? What tools can we use to track and understand word of mouth and its measurement? Can the nature of WOM teach us about the value of truly Listening to consumers, how can we infuse this learning in our day to day research practice? In this workshop you can expect to:
- Understand what word of mouth is & what consumers are worth identifying and tracking
- Learn the philosophy of WOM measurement
- Hear about types of WOM Measurement through examples and case studies
- Understand the difference between organic and amplified word of mouth
- Measure short term and long terms effects of WOM
- Discuss the way forward for research using WOM thinking and practice, moving research toward a new Listening Paradigm
Level
From entry level to more advanced users.Workshop leaders
Dr. Laurent Florès
Founder, CRMMETRIX, France
ESOMAR reserves the right to alter or cancel, without prior notice, any of the arrangements relating directly or indirectly to a workshop, for any circumstances beyond ESOMAR’s reasonable control. ESOMAR will nor accept liability for any losses and/or damages participants may suffer on account of alteration or cancellation. Participants are advised to arrange adequate travel and health insurance.