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11) Creating and Measuring the WOM-Worthiness Of New Products: A Case Study
A-Blog-a-Day Countdown to WOMMA's Word of Mouth Marketing Research Symposium in Washington, D.C., Dec. 11, 2006.
From WOMMA's soon-to-be-released book, Measuring Word of Mouth Volume 2:
Creating and Measuring the WOM-Worthiness Of New Products: A Case Study
Decision Analyst's Karen Kraft, Felicia Rogers, and Gwen Ishmael tackle the issue of how to come up with the kind of product that consumers will want to talk about. Rather than relying exclusively on traditional innovation and research techniques -- which were originally designed for the ends of traditional advertising media -- the authors argue that companies today need to use word of mouth principals to inform their new product launches from the very first step.
In this case study, the authors illustrate a step-by-step process that privileges word of mouth principles at each phase: consumer-based idea formation, concept screening based on WOM-worthiness, concept evaluation (enhanced by asking about consumers’ likelihood to recommend, as well as evaluating what they would say about the product), consumer-based name-generation and testing, final marketing message testing, and test marketing and tracking.
Want to know more? Come see this paper presented at WOMMA's Research Symposium in Washington, D.C., Dec. 11, 2006.
Register Today