People's recommendations, or brand advocacy is a much more effective way to predict changes in behavior because they take place in a real setting, between people who trust each other.
Evanston, IL (PRWEB) October 3, 2008
MotiveQuest LLC today launched a new website, BrandAdvocacy '08.com, measuring naturally occurring advocacy for Obama and McCain occurring in online conversations across the web. Updated daily, BrandAdvocacy08.com will show share of advocacy for candidates Obama and McCain and the 10 words most closely associated with each.
"The polls have been wrong the past two elections, at least on Election Day, and not by just a little bit. We wanted to find a better predictor of the result. In our work with brands we have proven that changes in brand advocacy, measured by the Online Promoter ScoreTM, are a leading indicator of change in sales in automotive, cellular and other categories. We believe that it will also be a leading indicator of changes in support for McCain and Obama and will accurately predict the outcome of this election," said David Rabjohns, CEO of MotiveQuest.
MotiveQuest's industry leading Online Promoter Score was first developed in conjunction with researchers from Northwestern University on a project for MINI USA. The Online Promoter Score measures how many people are recommending a particular product or service to others in online conversations. In work with MINI USA MotiveQuest was able to prove with 99.8% confidence the correlation between online brand advocacy and vehicle sales.
In order to calculate each candidate's daily Online Promoter Score and word associations MotiveQuest will analyze approximately 30,000 messages from some 6,000 people posted daily. Results are posted to the BrandAdvocacy08.com website every morning. For automatic updates, you can also download the BA'08 Widget.
"In today's world, traditional polling is not sufficient," added Rabjohns. "People's recommendations, or brand advocacy is a much more effective way to predict changes in behavior because they take place in a real setting, between people who trust each other."
Rabjohns feels so strongly about this methodology that he will shave his head on YouTube if he fails to correctly predict the outcome of the election.
About MotiveQuest LLC
Founded in 2003, MotiveQuest is the leading global social computing strategy consultancy. Equipped with experience and specialized tools that unlock insights and reveal emerging trends from online word of mouth it consults with leading global brands, including Citibank, MINI, NIKE and many others. Learn more about the relationship of brand advocacy to sales at our website.
CMO, MotiveQuest LLC
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