Talking Brands: tracking online brand conversations

Online brand conversations are the subject of ‘Talking Brands’, a groundbreaking new study that reveals consumers’ appetite to discuss and research brands online. In order to track online brand conversations, the study asked 600 consumers in the UK, Spain and France to record their interactions on Europe’s most popular email, instant messenger and social network platforms: Windows Live Hotmail, Windows Live Messenger and Facebook. The study shows that the roles of email, instant messenger and social media are very different when it comes to online brand conversations – and that one-to-one channels are considerably more impactful when it comes to influencing purchase decisions.