During analysis, we trace back the influencers
of each respondent to see where the influence is originally derived
from. We track back from word of mouth to specific campaigns – TV ads,
press, articles, email, etc, enabling measurement of the direct and
indirect impact of each source of information, resulting in a measure of
the total sphere of influence of each source.
Grapevine has revealed that the WOM effect
differs considerably by source, so some sources with relatively low
direct impact can have a much bigger sphere of influence whilst other
sources do not benefit so strongly.