CHICAGO— Zócalo Group, the word-of-mouth specialist consultancy that operates as a subsidiary of Ketchum, has launched the created Recommendation Index, designed to provide marketers with insight into which brands are most recommended—as well as why and how—across a variety of consumer categories.
In addition to providing an overall ranking of both positively and negatively recommended brands, the Recommendation Index, a joint effort between the Zócalo Group and M/A/R/C Research, also creates a score that marketers can use to compare against other brands in the same category, compiled through both offline and online analysis of conversations.
“The recommendation of a friend, family member or expert is the number one reason consumers buy in almost every category,” said Paul M. Rand, president and CEO of Zócalo Group. “Marketers who understand where and how their category is talked about and recommended—and how their brand stacks up—gain clear competitive advantage.”
A representative group of customers is asked about brands they most often recommended positively and negatively and the attributes they use to make their recommendations. The most frequently recommended brands were then analyzed in online conversations occurring through blogs, forums, Twitter and other discussion venues. Online analysis focused on the naturally-occurring, organic conversations about those brands and the words consumers use in talking about the most recommended restaurants.
The Recommendation Index is the relationship between the volume of positive recommendations and the volume of negative recommendations.
The casual dining restaurant segment s the initial focus of what will be quarterly reports examining a variety of industries. Leading the Recommendation Index of the 10 most recommended brands are California Pizza Kitchen, Texas Roadhouse and Outback Steakhouse, followed by Applebee’s and the Cheesecake Factory.