A great aspect of working at Forrester is the opportunity to share viewpoints from our research with the media. I recently had a conversation with Wendy Kaufman of NPR regarding word-of-mouth marketing and the piece aired last week.
The except from npr.org on the piece:
Word-of-Mouth ‘Buzz Agents’ Spread the Hype
Day to Day, April 20, 2006 ·
Tens of thousands of unpaid volunteers are circulating in city hot
spots, chatting up friends, family members and strangers in hope of
generating buzz for companies and their new products. Sometimes they
disclose their "buzz agent" identity — other times, they don’t.
Companies are hoping these conversations will boost sales.