Viral Marketing, The Guardian’s Word of Mouth Database Released

What qualities enable people to access and spread ideas and opinions faster and more persuasively than other? Learn more about identifying those most likely to talk about your brands and to influence others from The Guardian’s Word of Mouth Database.

The Guardian study combines existing thinking around what makes people influential with a new piece of qualitative and quantitative research – including an expert panel involving WOM UK Council members Steve Barton from Advokator and Ivan Palmer from Wildfire. This mass of data has been used to develop a communications planning tool in the form of a database which helps companies and advertisers to understand the type of people they’ll want to target to ensure their content is rapidly and widely spread.