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:

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