UCT Unilever Institute of Strategic Marketing
: "The UCT Unilever Institute for Strategic Marketing will be introducing the results of their latest groundbreaking research project, the Wildfire Index, during a series of seminars in Johannesburg, Durban and Cape Town early in May.
A world first, the Wildfire Index is the product of an extensive independent research study conducted Research Surveys. Heralded as a breakthrough new marketing tool, the Index has been created specifically for the South African market and provides marketers with a practical tool for identifying and communicating with their brand ambassadors or 'igniters'. For the first time companies will also be able to measure the talk value of their brands.
Recognising the shift away from conventional marketing - and the shift from consumer to prosumer - the researchers on this cutting-edge project examined the power of 'word of mouth' and its impact on brands."