This is old content! The Research Blog has been retired. For the new stuff, visit 
Influential Consumers: Easy to Reach
Social Persuaders and Influencers (or "SPIs") indicate that product reviews, brand and shopping websites, and in-store trial and dialog are tactics likely to inspire them to spread positive word of mouth, according to the January 2007 SPI Report from WOMMA member company StartSampling and McElroy Inc. This finding demonstrates that, compared with average consumers, who are generally immune to these tactics, SPIs are relatively easy to reach and influence. The report also illustrates the four-step word of mouth process -- which leads from awareness to research to personal experience and, finally, to recommendation -- that these influential consumers follow.
Other findings:
SPIs are ...
* 61% more likely to learn about products or services through product reviews
* 88% more likely to share information at a meeting or social event
* 81% more likely to email information to others
* 76% more likely to call others with information
* 76% more likely to seek out information from store employees
* 65% more likely to read offline reviews
* 65% more likely to visit manufacturer or brand websites