The Keller Fay Group (www.kellerfay.com) today released results from a survey of American consumers indicating that brands are a critical part of daily conversation.
The study was done using TalkTrack™, the first continuous monitoring system of all marketing-relevant conversations, providing nationally representative measures on word of mouth for every major consumer category and thousands of individual brands.
Here are some key findings:
- The average American discusses specific brands in ordinary discussion 56 times per week.
- 41% of conversations about brands involve a reference to advertising or something seen or heard in the media.
- Contrary to conventional opinion, nearly two-thirds (62%) of brand-related talk feature products in a positive light, while less than 1 in 10 conversations features products negatively.
