Invoke Solutions | Invoke Explores The Power of Word of Mouth

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Download the PDF

Invoke Explores The Power of Word of Mouth
Most WOM Still Done Face to Face

WALTHAM, MA - May 15, 2008: In the past few years there has been a change in perception regarding word of mouth from a “nice to have” to becoming critical to a company’s success. The continued deterioration of corporate trust combined with the explosion of online discussions and reviews, as well as a general recognition of what was already going on in the market has driven progressive companies to put significant time and expense into driving positive word of mouth for their brands and products.

Through our work with leading brands we have seen the impact that positive and negative word and mouth can have on business success and recently conducted an interactive research session with 285 participants (via our Engage Live + Open methodology) to explore the issue further at a broad level and specifically within the restaurant, consumer packaged goods, travel and hospitality, and media verticals. The summary focuses on the broad findings. If you would like more information on specific verticals or subgroups, email us for access to the interactive session dashboard and/or our automated reports and transcripts.

The downloadable 12 page summary includes statistics and verbatim responses explaining:

Social dynamics of decision making
Trusted information sources
Negative word of mouth
The most impacted categories and brands
WOM’s impact on behaviors for each category

A few key findings:

74% of participants said that they consult friends and family when searching out a new activity or product
86% of recommendations still take place face to face (by phone is 2nd at 9%)
70% of participants who received a restaurant recommendation will try it.
Under 1% of participants outright ignore the advice they are given and over 60% of people are moved to seek out information or try a product or service.

About Invoke Solutions
Invoke Solutions helps leading companies make better, faster decisions about their brands, products, communications, and customer strategies. Unlike traditional, costly research methodologies, Invoke’s Engage Business Solutions and Suite of Applications are specifically designed to provide a more engaging participant experience and give businesses faster, more useful qualitative and quantitative results.

Invoke partners with leading global research firms and Fortune 1000 companies to enable faster, smarter decisions throughout the marketing and product innovation lifecycle. From brand exploratory research to final communications testing and product concept tests to in-home use studies, Invoke delivers the insight needed to move forward with confidence, faster.

For more information contact:
Josh Mendelsohn
Director of Marketing
Invoke Solutions
Josh.Mendelsohn@invoke.com
(781) 810-2710