The TalkTrack study was launched in the US in 2006 and, like its UK equivalent, carries out interviews with consumers about their online and offline brand-related conversations. Keller Fay says the programme will analyse more than 250,000 conversations across all major consumer categories each year.

The study has also been endorsed by the Institute of Practitioners in Advertising (IPA), and Keller Fay worked with the organisation to incorporate WOM questions into the latest wave of its Touchpoints media usage survey.

Keller Fay’s UK MD Steve Thomson (pictured) said: “The importance of word of mouth and its ability to drive sales and brand health have been proven many times. But to date there has been no ongoing system for listening to all brand-related conversations across all channels or one that is representative of the total population.”

The company began laying the groundwork for TalkTrack Britain in late 2010.