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|Author(s): Arne van de Wijdeven, Rijn Vogelaar
Collection: Asia Pacific 2013 - Asia On The Move
Keywords: Customer Loyalty, Brand Research, CSR
|PDF version (download)|
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Superpromoter research studies the flow of enthusiasm. It asks: who are the company's most enthusiastic customers, how do they spread their enthusiasm (recommending, talking, copying, social media) and how do they influence their peers? These subjects are very rarely studied in science nor in market research.
This presentation will explain the theory and will present two different cases, including one conducted for Philips in India and one for Microsoft in the Netherlands. The presentation will also share how these companies implemented the results in marketing and new product introductions. The research motivated a mind shift in these companies from thinking in problems to thinking as enthusiasm-inspiring rockstars.