Walter ... being a WOM evangelist and a WOMMA member, I read your abstract with great interest. I’m looking forward to reading the full study early next year. However, a few questions came to mind as I read the abstract.

Your report says managed word-of-mouth (WOM) programs, like those from BzzAgent, generate more WOM than happens from everyday people. Interesting, but not a surprising finding especially considering BzzAgents are most likely more skillful at recognizing and reporting WOM activity than their peers in your convenience sample. What are your thoughts about BzzAgents potentially being more skillful at knowing when and where WOM happens and thus being able to report such activity for your study?

And ... help me to understand how similar, in demographics and psychographics, your two sample sets are/were. The white paper only outlines the everyday, non-BzzAgent sample as being college educated adults ranging in age from 18 to 29. Since the paper empirically states the BzzAgent sample set is more socially active, I’d like to know if BzzAgents are potentially more socially inclined than are the people in the everyday, convenience sample.

Thanks in advance for helping this WOM evangelist become more enlightened.
johnmoore (from Brand Autopsy) | Homepage | 08.04.05 - 12:28 pm | #