Customers’ Conversations

There’s nothing all that clever or scientific about what Arnold are trying to do. They are just using a diary system that broadcast mediums have used for so long. However, participants are now asked to write down conversations that they have that reference products or brands.100 people per day are being interviewed as part of the process and so far 18,000 have been seen by Keller Fay Group, the researchers hired by Arnold.

So far they’ve found that people discuss brands about 12 times per 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.”

“People most often say positive things about personal care and household products. The most often criticized are financial services firms and telecommunications companies.” said Keller Fay.

via New York Times