New firm to track brand mentions in conversations...
On average, Keller Fay finds that people discuss about a dozen brands
each day. The most discussed brands are media and entertainment
products like movies, TV shows and publications. But many people also
discuss food products, travel brands and stores. Target, K-Mart, Sears, J. C. Penney, Gap, Victoria’s Secret and Wal-Mart rank among the retailers most frequently mentioned.
...Mr. Keller said that companies could use word-of-mouth research to
guide their advertising process. For example, he said, Keller Fay
recently ran a search through a database of diary entries for a luxury
goods company to see what consumers were saying about it. It turned out
that people with high incomes were not talking about the brand, but
people who made less money were talking about it a lot. The luxury
goods company, which Mr. Keller would not identify, now plans to
refocus its advertisements to reach wealthier customers.