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NEWS27 November 2006

From the web: Word-of-mouth reviewed

What people are talking about, and how research agencies are keeping tabs on it

The New York Times takes a look at the growing field of word-of-mouth research and some of the principal players, including the Keller Fay Group.

Citing Keller Fay research, the article says people discuss about a dozen brands each day, with the most talked about being media and entertainment products, such as movies, TV shows and publications.

However, as Jamie Tedford, a senior vice president at ad agency Arnold Worldwide notes: “The majority of word-of-mouth happens in areas devoid of microphones or cameras or any other means of actually tracking conversations. It's the biggest challenge in the industry.”

Click here to read the full NY Times article.

And click here for our report on the launch of Keller Fay earlier this year.

FROM THE WEB is a new service from Research Magazine that helps readers cut through the clutter of the internet to find the day's best market, opinion and social research news, collated from a variety of online sources. If you have seen an article you think we should share with the rest of our readers, email: