January 2011
2 posts
You and Your Friends Have Similar Genes
For a recent consumer understanding project we did research that used peer-to-peer recruiting. What does this mean? We recruit a few consumers on a very specific set of criteria: the perfect consumers for the particular project. We asked them to recruit their friends. We do research among all of them. It is a practice that I began using a few seasons ago with lifestyles brands. The premise is...
Your Followers Are No Measure of Your Influence
From Adage.com
Since Malcolm Gladwell began popularizing his “Tipping Point” theory 14 years ago, marketers have fantasized about a world in which they can identify a small number of influential folks who can credibly, effectively and cheaply push product for them. In the ’90s, that meant makers of the “dead chic” Hush Puppies brand had to channel their inner...