LONDON, May 3, 2011 /PRNewswire/ -- The Keller Fay Group, a market research consultancy focused on word of mouth (WOM) marketing, announces the opening of its UK office in London. This follows Keller Fay's inaugural TalkTrack(R) Britain study conducted in 2010, which showed Britons to be highly engaged in word of mouth about brands and products, the vast majority of which is offline. Keller Fay also worked with the IPA in 2010 to introduce word of mouth measurement into TouchPoints3.
TalkTrack(R) Britain will be developed as a continuous measure of brand word of mouth, and Keller Fay will complement this with a range of custom research solutions around WOM.
The UK office will be headed by Steve Thomson, previously a director at major research agencies including Ipsos and GfK/NOP. He said, "Word of mouth is hugely important to marketers, and Keller Fay is pre-eminent in the field. I'm excited to be leading Keller Fay's expansion into Europe, and looking forward to showing British companies how best to leverage WOM to their advantage."
Ed Keller, CEO of Keller Fay commented: "We have already demonstrated that the dynamics of word of mouth are similar in the US and UK, and so we are confident that our insights will be relevant and actionable to UK brands, agencies, and media. And we are delighted that Steve, with whom both Brad Fay and I have had a longstanding professional relationship, has agreed to spearhead our growth in Europe."
About Keller Fay
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 measures WOM trends and campaign effectiveness; tests concepts, ads, and messages to maximize their WOM potential; and offers a complete array of custom research and advisory services related to WOM. The firm's CEO, Ed Keller, is author of The Influentials. Keller Fay is headquartered in the US and was founded in 2005. Keller Fay Ltd in the UK was launched in 2011.
Launched in the US in 2006, Keller Fay's TalkTrack(R) program is the only continuous study of WOM in all channels (online and offline) designed to closely monitor and measure the marketing-relevant attributes of actual consumer conversations. In the US, TalkTrack(R) analyzes more than 350,000 brand conversations annually across all major consumer categories. In 2006, the ARF gave its Grand Innovation Award to TalkTrack(R). TalkTrack Britain was conducted in 2010, and will be launched on a continuous basis in the UK later in 2011.
SOURCE The Keller Fay Group