MotiveQuest Wins Gold Award from Word of Mouth Marketing Association

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Innovator in social media insights recognized for driving customer loyalty for Sprint

“MotiveQuest has been a strong partner for us in this vital area of consumer insight, measurement and its relationship with revenues,” said Bronson Broockerd, Marketing Director, Sprint.

MotiveQuest today announced that it has won the Word of Mouth Marketing Association’s WOMMY Gold Award for social media measurement for its work for Sprint which led to unprecedented customer retention. Based in Evanston, Illinois, MotiveQuest was one of only five Gold winners recognized at the organization’s 2011 WOMMA Summit in Las Vegas.

MotiveQuest’s innovative approach to social research helped Sprint reverse customer defections by identifying the services that were most important in creating loyalty among the wireless carrier’s customers. As a result of MotiveQuest’s research which revealed its customer’s motivations in social media, Sprint added 644,000 net subscribers in the third quarter of 2010, a dramatic turnaround from losing 565,000 during the same period the previous year. Sprint continued this momentum in Q1 2011 by adding 1.1 million net new customers, its best quarter for subscriber additions in over five years, and the lowest churn rate in the company’s history.

“MotiveQuest has been a strong partner for us in this vital area of consumer insight, measurement and its relationship with revenues,” said Bronson Broockerd, Marketing Director, Sprint.

The WOMMY Awards are designed to attract and celebrate the very best examples of word-of-mouth marketing in the world today. MotiveQuest’s approach stood out among the work submitted for its focus on the link between building advocacy for specific products in social media and increasing offline sales.

“Most marketers have been puzzled about effective ways to measure results in the new world of social media,” said MotiveQuest CEO David Rabjohns. “We are very grateful for WOMMA’s recognition of our methodology, which largely rejects dashboards and other shallow measurements in favor of deeper framework based analysis of conversations that allows us to understand and drive online advocacy. Sprint has become a visionary leader in adopting the advanced, highly effective social media techniques for measuring consumer motivations that translate directly to improved sales.”

WOMMA was founded in 2004 to foster the growth of credible and ethical word-of-mouth marketing and represents more than 350 member brands, marketers, service providers, agencies, nonprofits and academic institutions.

About MotiveQuest
MotiveQuest helps bold organizations understand what motivates their customers so they can confidently grow their business. It brings motivations to life through a suite of software tools augmented by professional analysis - The MotiveQuest Framework. The MotiveQuest Framework affords each of customers the benefit of a brainy and strategic marketing team combined with the power and cost-effectiveness of a software platform. The effect of understanding and using Motivations can be measured using MotiveQuest’s approach to Advocacy – a set of metrics that uniquely correlates with sales and share. Fortune 500 organizations like Nike, Microsoft, Kraft and Audi have benefitted from this new approach to social measurement research. Visit MotiveQuest online at

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Angela Leon
Airfoil Public Relations
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