The Keller Fay Group is the first full-service market research company focused exclusively on word of mouth (WOM) marketing, using a full-suite of best-in-class research techniques. The company's research and advisory services are used by leading brands and their agencies to maximize their word of mouth opportunities from strategy development through to measurement and evaluation. Keller Fay offers both syndicated and custom research. The firm was founded by Ed Keller, who is also the Board President of WOMMA and co-author of "The Influentials," and Brad Fay, who in 2007 was honored by the Advertising Research Foundation with its Brand Innovation Award for his work on WOM.
The Keller Fay Group's signature product is TalkTrack(R), the first continuous monitoring system of all word of mouth conversations. It is the only ongoing measure of word of mouth that is representative of the total American population; measures offline word of mouth as well as online - over 90% of all word of mouth takes place offline; and measures both what people are saying as well as the impact of WOM on the listeners (i.e., the audience for word of mouth).
TalkTrack(R) collects and aggregates insights every week of the year from a representative sample of Americans aged 13 to 69. It tracks the word of mouth conversations of 36,000 consumers each year, who report on more than 350,000 brand-specific conversations. TalkTrack(R) measures word of mouth in 15 different category areas, including automotive, financial services, health & healthcare, food & dining, beverages, technology, telecommunications, travel services, personal care & beauty, household products, the home, children's products, shopping/retail & apparel, media & entertainment, and sports, recreation & hobbies.
TalkTrack(R) collects and reports on the key dimensions of WOM. At the brand level, TalkTrack(R) measures Polarity (positive, negative, mixed, neutral); Content (what was said in verbatim answers); Recommendations (buy, consider, avoid); Influences (customer experience, marketing and media); and Senders vs. Receivers (credibility and intended actions). At the conversation level it measures Mode (face-to-face, phone, online); Venue (home, work, school, in-store, in-transit, etc.); and Participants (who and how many). At the respondent level it captures all standard demographics.
Keller Fay also offers a variety of custom research solutions that are employed to help brands to identify and maximize the potential of their brand advocates, test the word of mouth associated with new product introductions, assess the impact on new entrants into the marketplace, and any other business problem or opportunity related to word of mouth.
