How to harness the power of conversations


It is widely accepted that brands which harness the power of conversations exponentially increase the value of their paid media with earned media. However, it is a common misconception that social media is the golden bullet when it comes to generating buzz – only 10% of conversations about brands are online and this research shows that less than 5% are in social media. The vast majority of brand conversations are actually in the real world among real people. So what gets the conversation started in the first place? And what influences the tone of voice used and ultimately what impact does that have on brand consideration and sales?
In November 2012 the inTV group commissioned InSites Consulting to help answer these questions. We conducted a large scale survey of over 1,600 online interviews across 5 European countries (UK, France, Germany, Italy and Spain) among matched samples of inTV viewers and non-viewers.  The research focused on 6 key product categories and maps conversations at a brand level in the following sectors –  banking & finance, automotive, travel destinations, mobile/tablets, airlines and watches.

Request your download

Read more on our blog

The Next Web Conference

On April 27-28-29, Amsterdam (NL) welcomes speakers and companies from Europe and the US to discuss the future of the…

Mobile: are we forgetting to help our clients understand?

A couple of weeks ago, the MRMW conference took place in Amsterdam. A fine event, with many bright minds talking…

ESOMAR Global Healthcare 2010

The full program of the ESOMAR Global Healthcare Conference is final and InSites Consulting is chosen to present not less…