Paper provides “unique approach for measuring and quantifying the impact of word-of-mouth”

The ESOMAR Excellence Award for the Best Paper presented at an ESOMAR event carries a prize of 4000 (Euros) and is given to the highest quality paper that demonstrates a concrete contribution to the decision making process while sustaining ESOMAR best practices.

The ESOMAR Excellence Award for Best Paper 2008/2009 was presented at this year’s Congress in Montreux.  The award recognises the paper presented at an ESOMAR conference over the last year which is deemed to be of the highest quality.

THE WINNER IS:

A holistic approach to the measurement of WOM
Its impact on consumers’ decisions
Ed Keller, the Keller Fay Group, USA
Barak Libai, Faculty of management, Tel Aviv University, Israel

THE JURY SAID:

“This study provides a unique approach for measuring and quantifying the impact of word-of-mouth.  It highlights the financial importance of WOM which is key towards understandint its importance.”

Click here to request a copy of the paper.