UK Roll-Out for Keller Fay's TalkTrack WOM Tool

Word-of-mouth research and consulting firm Keller Fay is to roll out its proprietary TalkTrack panel in the UK, following its launch in the US in 2006.

New Jersey-based Keller Fay focuses exclusively on Word-of-mouth (WOM) marketing, and offers research-based approaches for testing, evaluating, tracking, and improving clients' WOM campaigns.

Through its US TalkTrack panel, the agency conducts 36,000 online interviews and tracks 350,000 brand conversations each year across major consumer categories - both online and offline.

Earlier this year, in advance of the launch of the UK version, the agency contributed to the IPA's (Institute of Practitioners in Advertising) UK Touchpoints multi-media usage survey, by adding a WOM metric to help brand owners identify and measure relevant consumer conversations.

Lynne Robinson of the IPA said that TalkTalk is 'ideally placed' to provide the UK industry with a 'more systemised and holistic approach' to measuring WOM.

In addition to its involvement with the IPA, Keller Fay was commissioned by Starcom MediaVest, ESPN, and News International to conduct a UK WOM study among 2,578 respondents aged 13+, about the conversations they have online and offline, which mention brands or products. This claimed that the average British consumer discusses 70 brands per week.

'Word-of-mouth has emerged as a critical element in marketing strategy and has proven to play a strong role in determining brand success,' states CEO Ed Keller. 'Through TalkTrack Britain, marketers will now have ongoing access to a comprehensive snapshot of brand conversations across the UK.'

Web site: www.kellerfay.com .