Viral Marketing Research

Viral Marketing Research is a subset of marketing research that measures and compares the relative Return On Investment (ROI) of advertising and communication strategies designed to exploit social networks.

Algorithms are used to derive respondent-level coefficients of Social Networking Potential (SNP). These coefficients are integrated with respondent-level data measuring

1. the selling effectiveness of specific communications and
2. the Viral Marketing Potential of those communications within specific media (e.g., Internet video, texting, print ads, television).

Results identify strategies that are likely to drive sales among the target audience and be distributed throughout relevant social networks.