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:

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in