Simmons Unlocks Secrets of Word-of-Mouth Advertising.

Simmons Market Research Bureau announced the release of the Tipping Point Segments, which identify each Simmons respondent by his or her influence on word-of-mouth advertising.

Inspired by the concepts outlined in Malcolm Gladwell’s best-selling book, The Tipping Point, Simmons has identified four segments of the U.S. population that are primarily responsible for the spread of word-of-mouth advertising. These four groups of individuals can be profiled based upon their media usage, brand consumption, spending habits, leisure activities, demographics, psychographics and opinions, in order to gauge which media vehicles and messaging advertisers can use to target them for the maximum effect.

Simmons added questions to its Spring 2003 study to enable classification of respondents based upon their proclivity to influence the spread of information and trends. The four segments Simmons has identified – Connectors, Mavens, Salesmen and Innovators – are distinct small groups that work together to ultimately stimulate word-of-mouth influence. Simmons has established a powerful and accessible link between word-of-mouth and traditional mass media advertising. For example, clients can now examine the Tipping Point segments based upon their television viewing behavior using Simmons’ television BehaviorGraphics(tm). These Tipping Point targets can be tracked on a daily basis via the BehaviorGraphics(tm) link to Nielsen Television Ratings. Examining the Tipping Point segments within the context of BehaviorGraphics(tm) enables clients to identify which television programs afford the most successful multi-modal advertising opportunities.

Simmons President Chris Wilson stated, “The addition of the Tipping Point segments to the National Consumer Study allows users of Simmons data to integrate traditional media mix solutions with direct mail, and, now, word-of-mouth. Simmons provides a comprehensive and unique view of the targeting possibilities of the American consumer and has provided clients with the keys to tap into the power of word-of-mouth as a communications vehicle.”

Malcolm Gladwell, author of The Tipping Point commented, “Real social influence lies in the kinds of social connections that people are able to forge with their friends and acquaintances. Simmons’ initiative to measure that social power represents a step in the right direction.”

For more information at http://www.smrb.com