Brazil to promote ‘advocacy’ tool

Market research giant NOP World is set to unveil a product that measures ‘the power of word-of-mouth recommendations’.

NOP has brought in start-up PR agency Brazil to promote next month’s launch of the Advocacy Multiplier, which will form part of a wider campaign aiming to ‘change NOP’s image from number-crunching to a company offering services and consultancy’, said agency MD Joshua Van Raalte.

The Advocacy Multiplier measures ‘people’s readiness to advocate’ and ‘people’s kinship with the brand’. It predicts how much people will spend on a product and the extent to which they will endorse a brand.

Brazil, which reports to NOP director of marketing Tim Wragg, has been hired on an initial three-month project and won the contract after a four-way pitch.

Wragg said: ‘Through this tool we identify core brand advocates. Companies can then better target and manage such advocates in order to increase spending and buzz for their products.’

The agency will handle a B2B media relations campaign, aiming to promote the tool to marketing and ‘customer experience’ directors across sectors such as FMCG, automotive, retail and pharmaceuticals.

Van Raalte added: ‘This tool goes beyond traditional customer satisfaction or recommendation measures.’

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