Keller Fay to launch word of mouth study in the UK

Keller Fay is set to launch its TalkTrack word of mouth measurement programme in the UK.

The group announced the plans to an audience of agencies and media owners at the IPA today. The news follows the success of a UK-based word of mouth study that was jointly commissioned by Starcom Media Vest, ESPN and News International earlier this year, as well as Keller Fay’s work for the TouchPoints 3 survey.

The TalkTrack survey was launched in the US in 2006 and analyses more than 350,000 brand conversations across major consumer categories, both online and offline.

“Word of mouth has emerged as a critical element in marketing strategy and has proven to play a strong role in determining brand success,” said Ed Keller, chief executive officer of the Keller Fay Group.  “Through TalkTrack Britain, marketers will now have ongoing access to a comprehensive snapshot of brand conversations across the UK.”

The TalkTrack pilot study, conducted in May 2010, found that the average British consumer discusses 70 brands per week, with 81% of conversations occurring face-to-face; personal experience drives 83% of brand-related talk, but media and marketing play a key role, generating 47% of WOM; and close to two-thirds of conversations are “mostly positive” – with more than one-third of WOM including an active recommendation to buy or try a brand/product.

Lynne Robinson, IPA, said: “The industry is searching for a more systemised and holistic approach to measurement of WOM.  TalkTrack is ideally placed to fill this need for greater accountability, enabling word of mouth to grow as a medium in the future.”