making
brands
contagious

outbreak WOMonitor

WoM plays a significant role.
Traditional advertising has been
losing its efficiency.
No information about WoM in CZ.
Can we efficiently measure WoM?

What is the role that WoM plays in CZ?
How does it spread?
What are triggers?
Who spreads it and why?
Does it work?

Methodology
Representative Datacollect panel
520 people across CR
in November 07
Enter interview
WoM diary for 7 consequetive days
Exit interview

altogether we measured
6.861brand discussions
125 brands
6 categories
25 sources of information

Main Findings

Sources of information
Although traditional media prevail,
there is huge discrepancy between
usage and trust.
WoM delivers both.
Source trust varies by category.

Brand Discussions
are intimate
family, friends, few people, at home
happen dominantly off-line
are mostly positive
but negative WoM spreads faster
the biggest differences in behavior
are among age groups

Brand Discussions
experience and advertising are
the top triggers
mobile operators and fin. institutions
get a lot of the negative WoM

Net Promoter Score
average score is: - 0,8
lowest NPS: financial institutions
highest: food and non alco
beverages
positive discussions drive NPS and
improve brand preference

Detailed Findings

Sources of information

Traditional media (esp. TV) are of-course heavily used
as source of information.
sample slide
Friends 80,1
Family Member 72,9
TV ads 72,2
hidden 70,6
hidden 69,4
hidden 68,9
hidden 63,8
hidden 61,4
hidden 60,7
hidden 59,1
full report orders:
hidden 59,1
hidden 54,2
hidden 49,8
hidden 47,4
hidden 47,0
hidden 43,7
wom@outbreak.biz
hidden 32,5
hidden 31,1
hidden 29,2
hidden 24,8
hidden 23,1
hidden 22,4
hidden 13,6
hidden 4,7 *Do you use the this source of information?

0.0
30.0
60.0
90.0
Family Member 72.9
82.6
Independent experts 31.1
hidden 81.1
Friends 80.1
77.0
Colleaques, Someone I know 68.9
66.5
Articles in Specialized Magazines 47.0
hidden
64.2
On line tests, recos, past experience 69.4
hidden
61.6
hidden
On-line chats, forums 49.8
47.8
Samplings, Events, etc. 60.7
43.9
hidden
Company Websites 54.2
36.7
Sales staff/shop assistant 47.4
Skype / ICQ etc. 22.4
33.5 33.4
hidden
Blogs 13.6
31.0
Radio News/Reportages 23.1
hidden
News on the Internet 63.8
and trust.
28.3 28.2
TV News/Reportages 70.6
e-mails
hidden 59.1
27.2 24.9
Newspaper Articles 61.4
21.0
hidden
Sponzoring 29.2
hidden
18.2
POSM 43.7
hidden
Celebrities 4.7
15.5 15.0
Internet ads 73.1
Newspaper Ads 59.1
13.8 13.1
full report orders:
TV ads 72.2
Trust
Top2 box.
Outdoor Ads 32.5
wom@outbreak.biz
11.4 10.8
hidden
...but there is a significant difference between exposure
sample slide
Radio Ads
hidden 24.8
9.4
Usage

Importance and trust of the sources vary by categories
sample slide
Category 1 Category 2 Category 3 Category 4 Category 5 Category 6
Family member 4,1 4,1 3,8 3,6 4,2 4,1
Friends 3,8 3,8 3,7 3,7 4,0 3,8
Hidden 1 4,0 3,6 3,3 2,9 3,8 3,7
Hidden 2 3,6 3,6 3,5 3,5 3,8 3,7
Hidden 3 3,4 3,1 2,8 2,5 3,1 3,0
On line tests, recos, past experience 3,3 3,3 2,9 2,7 3,2 3,2
Hidden 4 3,0 3,1 2,6 2,5 2,7 2,7
Hidden 5 2,7 2,9 3,9 3,9 4,0 3,3
Hidden 6 3,1 2,9 2,4 2,3 2,5 2,5
Hidden 7 2,5 2,7 2,7 2,6 3,0 3,0
full report orders:
Hidden 8 2,9 2,8 2,6 2,4 2,7 2,6
Hidden 9 2,6 2,6 2,5 2,4 2,5 2,4
Hidden 10 2,4 2,6 2,5 2,2 2,4 2,5
Hidden 11 2,8 2,7 2,5 2,3 2,7 2,6
Hidden 12 2,7 2,6 2,5 2,4 2,8 2,5
Hidden 13 2,6 2,6 2,5 2,4 2,7 2,5
Hidden 14 2,4 2,5 2,3 2,2 2,3 2,3
Sponzoring 2,4 2,4 2,5 2,5 2,4 2,2
wom@outbreak.biz
Hidden 15 2,4 2,4 2,4 2,3 2,5 2,3
Hidden 16 2,3 2,4 2,7 2,5 2,8 2,6
Hidden 17 2,0 1,9 2,2 2,2 2,0 2,2
Hidden 18 2,3 2,3 2,3 2,3 2,4 2,3
Hidden 19 2,3 2,2 2,4 2,3 2,5 2,3
TV ads 2,4 2,4 2,5 2,4 2,6 2,6
Outdoor Ads 2,3 2,3 2,5 2,4 2,5 2,3
*What is the importance/trust of the souce when it comes to this category? Average points on 5 points scale.

altogether we measured
6.861
brand discussions

Categories measured. Number of discussions per
category.
Food 1459
Financial Institutions 1397
Mobile Operators 1328
Non Alco Beverages 1117
Alco Beverages 801
Cosmetics 759

What categories get talked about by who?
sample slide
Group 1
Group 2
Group 3
Category 1 Category 2 Category 3 Category 4 Category 5 Category 6
55.3
44.7
24.9
55.4
44.6
27.0
50.0
50.0
31.4
64.3
35.7
26.3
53.0
47.0
25.2
40.3
59.7
22.6
Average
53,0
47,0
26,3
full report orders:
Group 4 35.3 36.3 35.7 35.1 39.1 35.6 36,2
Group 5 39.8 36.7 32.9 38.6 35.7 41.8 37,6
Group 6 28.0 33.6 35.0 26.8 30.9 34.9 31,5
Group 7 44.7 40.6 38.8 43.9 41.1 41.4 41,7
wom@outbreak.biz
Group 8 27.3 25.9 26.3 29.2 28.1 23.7 26,7
# Discussions 1397 1328 1117 801 1459 759 6 861
*Number of discussions measured by categories. Share of demographic group.

Brands that got most of WoM
1. O2 TELEFÓNICA
2. VODAFONE
3. T-MOBILE
4. ČESKÁ SPOŘITELNA
5. COCA COLA
6. KOFOLA
7. KOMERČNÍ BANKA
8. MATTONI
9. NIVEA
10. GAMBRINUS

Over 90 % of brand discussions happens off-line
At home 46,0
At work/school 28,0
In a shop 12,5
Internet (chat, blog, email, other) 7,8
In a restaurant/bar 7,4
In a means of transportation 3,4
Somewhere else 3,0
0
20
40
60
*Where did you talk about the brand? All categories. %

Place of discussion split by categories
sample slide
At home
At work/school
Category 1 Category 2 Category 3 Category 4 Category 5 Category 6
47,3
34,5
45,1
36
41,9
26,4
34,1
24,9
52,1
22,9
51,9
16,7
Total
46
28
full report orders:
In a shop 2,2 4,8 19,6 12,2 19,9 21,6 12,5
Internet (chat, blog, email,
9,7 11,1 6,1 5,7 4,4 9,5 7,8
other)
In a restaurant/bar 4,3 4,1 10,4 23,9 5,1 1,3 7,4
In means of transportation 3,4 5,7 2,4 2,3 2,6 3,2 3,4
wom@outbreak.biz
Somewhere else 4,2 4 2,1 2,9 1,8 2,8 3
*Where did you talk about the brand? By categories. %

Place of discussion split by soc-dem groups
sample slide
Group 1
Group 2
At home
41.8%
43.5%
At work/
School
27.3%
24.3%
In a shop
10.8%
12.5%
Internet
7.2%
7.2%
Restaurant
/Bar
7.3%
6.3%
Transport
3.2%
3.1%
Other
2.5%
3.1%
full report orders:
Group 3 34.9% 29.6% 9.0% 10.7% 8.1% 4.5% 3.2%
Group 4 39.9% 28.6% 12.9% 5.1% 8.2% 2.6% 2.7%
Group 5 50.4% 20.8% 12.1% 6.8% 4.6% 2.8% 2.5%
Group 6 43.5% 25.8% 12.8% 7.8% 4.6% 3.1% 2.5%
Group 7 42.3% 25.1% 11.5% 8.3% 6.9% 3.4% 2.6%
wom@outbreak.biz
Group 8 41.8% 27.3% 10.2% 4.7% 9.6% 2.9% 3.5%
Total 46.0% 28.0% 12.5% 7.8% 7.4% 3.4% 3.0%
*Where did you talk about the brand? By target groups.%

More than 80 % of discussions with people I already know
Family member 44,7
Colleague 22,7
Someone I know 19,6
Friend 11,7
Shop Assistant/Sales Person 8,7
Unknown person 4,8
Someone else 1,4
Expert, Celebrity 0,7
0
20
40
60
*With whom did you talk about the brand? All categories. %

Partner in discussion by age groups.
sample slide
Group 1
Group 2
Group 3
Family
Member
39.7%
38.4%
28.8%
Colleague
21.0%
18.5%
17.0%
Someone
I know
17.1%
17.2%
25.6%
Friend
9.0%
11.7%
16.0%
Sales
Person
6.6%
8.7%
5.2%
Stranger
4.3%
4.0%
5.3%
Someone
else
Expert/
Celebrity
1.3%
1.2%
1.0%
0.9%
0.3%
1.1%
full report orders:
Group 4 36.5% 24.3% 15.4% 9.3% 8.8% 4.3% 1.0% 0.5%
Group 5 48.9% 17.6% 12.9% 7.1% 8.2% 3.4% 1.6% 0.4%
Group 6 40.9% 16.3% 17.9% 10.0% 8.3% 4.5% 1.4% 0.7%
Group 7 37.7% 19.9% 17.5% 10.7% 7.8% 4.9% 0.9% 0.6%
wom@outbreak.biz
Group 8 39.2% 24.2% 15.6% 9.7% 6.4% 2.8% 1.6% 0.6%
Total 39.1% 19.9% 17.1% 10.2% 7.6% 4.2% 1.2% 0.6%
*With whom did you talk about the brand? All categories. By target group. %

WoM in large groups is rare
60
48
38,4
36
30,4
24 23,3
12
4,2
1,9 1,8
0
1 2 3 to 5 6 to 10 11 and more DK/NA
* Apart from you how many people got involved into the discussion? All categories%

Slight differences between age groups in terms of no. of
participants
sample slide
Group 1
Group 2
Group 3
With 1
38.5%
38.3%
40.4%
With 2
30.8%
29.9%
30.3%
3 to 5
22.8%
23.9%
19.4%
6 to 10
3.9%
4.5%
4.4%
11 and
more
2.2%
1.6%
3.1%
DK/NA
1.8%
1.8%
2.4%
full report orders:
Group 4 36.6% 30.4% 24.5% 5.3% 2.0% 1.3%
Group 5 38.7% 30.4% 24.9% 3.0% 1.0% 1.9%
Group 6 35.9% 31.2% 24.1% 4.0% 2.4% 2.5%
Group 7 36.9% 30.6% 24.7% 4.4% 2.0% 1.5%
wom@outbreak.biz
Group 8 43.7% 29.3% 20.1% 4.1% 1.2% 1.6%
* Apart from you how many people got involved into the discussion? All categories%

People participate rather actively in discussions.
I started it/actively searched on net 29,6
Heard/read by a chance 10,0
Actively participated 44,7
Just listened 15,7
0
20
40
60
* What was the role you played in the discussion? All categories%

Involvement in the discussion by socdem groups.
sample slide
I started the discussion
Group 1
30.3%
Group 2
28.8%
Group 3
30.2%
Group 4
27.4%
Group 5
31.4%
Total
29.6%
full report orders:
Heard/read by a chance 10.3% 9.7% 11.6% 10.8% 8.1% 10.0%
Actively participated 45.8% 43.5% 44.1% 43.7% 46.1% 44.7%
wom@outbreak.biz
Just listened 13.7% 18.0% 14.1% 18.1% 14.5% 15.7%
* What was the role you played in the discussion? All categories%

On-average a discussion is going to be shared with aditional
X,XX people.
40
26,8
21,0
20 17,6
15,6
12,1
3,1 3,7
0
1 2 3 to 5 6 to 9 10 and more Nobody DK
*Are you going to pass over the informations about the brand you discussed today?
To how many people? All categories. %

Positive Word-of-Mouth prevails...
100
80 75
60
40
20
12 13
0
Positive Neutral Negative
*What was the tone of the discussion about the brand? All categories. %

Tone of discussion by the socdem groups
sample slide
Total
Group 1
Group 2
Group 3
72%
72%
75%
78%
12%
12%
14%
11%
13%
15%
11%
14%
full report orders:
Group 4 75% 12% 14%
Group 5 78% 11% 11%
Group 6 79% 10% 11%
Group 7 76% 11% 14%
wom@outbreak.biz
Group 8 70% 16% 14%
0% 25% 50% 75% 100%
Positive Neutral Negative
*What was the tone of the discussion about the brand? All categories. %

Tone of discussion by categories.
sample slide
All categories
Category 1
Category 2
75%
87%
12%
89%
13%
8% 3%
7% 6%
full report orders:
Category 3 86% 9% 5%
Category 4 86% 9% 5%
Category 5 70% 13% 17%
wom@outbreak.biz
Category 6 60% 18% 22%
0% 25% 50% 75% 100%
Positive Neutral Negative
*What was the tone of the discussion about the brand? By categories. %

However, negative WoM spreads out at higher speed.
40
Positive
Negative
26,6
24,8
20,6
20 18,7 18,3
16,4 16,0
14,5
13,0
11,6
8,3
4,7
3,1 3,4
0
1 2 3 to 5 6 to 9 10 and more To nobody DK
*Are you going to pass over the informations about the brand you discussed today?
To how many people? All categories. %

Experience is cruicial for WoM, nevertheless traditional
advertising is important WoM trigger.
Experience 55,8
Advertising 23,1
News in media 6,2
Novelty 6,1
Sampling/Events 5,6
It is different/surprising 5,5
Connection with celebrity 0,5
Other 9,7
0
20
40
60
*What had sparked up the discussion? %

Triggers for discussion by categories
sample slide
Advertising
hidden
Experience
Category 1 Category 2 Category 3 Category 4 Category 5 Category 6
16,2
3,2
53,8
36,0
4,2
45,7
22,5
8,8
57,5
15,1
6,5
64,9
17,6
6,8
61,5
33,3
4,8
53,9
Total
23,1
5,6
55,8
full report orders:
hidden 4,5 8,1 6,0 2,7 7,0 7,9 6,1
hidden 5,0 4,9 6,3 5,2 6,3 5,4 5,5
hidden 12,1 4,2 5,4 3,8 4,7 5,0 6,2
hidden 0,5 0,4 0,5 0,6 0,3 1,2 0,5
wom@outbreak.biz
Other 13,3 10,3 7,6 8,7 9,7 6,6 9,7
*What had sparked up the discussion? %

Net Promoter Score
widely used international index
established by Fred Reichheld in 2003
in his book The Ultimate Question.
It expresses the readiness to recommend the brand.

NetPromoterScore=%(9 10)-%(1 6) to to
.*Would you recommend this brand to someone you know? 10 point scale. 1-Surely not, 10 Surely yes

Very low NPS for Financial Institutions in general.
sample slide Total
hidden
Financial Instistutions -44,6
-0,8
4,3
full report orders:
hidden -1,9
Mobile Operators -17,6
hidden 18,3
wom@outbreak.biz
hidden
-50 -30 -10 10
10,9
30
.*Would you recommend this brand to someone you know? All Categories %

Glocal brands are leading the brand landscape.
sample slide
MATTONI 46,2
NIVEA 36,2
PILSNER URQUELL 35,2
Brand 1 32,2
Brand 2 30,9
Brand 3 29,2
Brand 4 27,7
Brand 5 26,7
Brand 6 26,5
Brand 7 23,9
full report orders:
s
s
Brand 8 -32,3
Brand 9 -34,5
Brand 10 -34,5
Brand 11 -39,3
wom@outbreak.biz
Brand 12 -39,9
Brand 13 -42,0
Brand 14 -46,3
Brand 15 -48,2
Brand 16 -49,0
Brand 17 -72,2
Brand 18 -86,8
*Would you recommend this brand to someone you know? NPS. Top10 and bottom 10 brands.

Positive discussions drive brand preference.
43,1%
NPS (9-10) 45,3%
2,2%
36,0%
One of my Favorite 36,1%
0,1%
Before
29,0% After
Difference
One that I buy 31,1%
1,1%
-10% 10% 30% 50%
.*Total change in brand acceptance after participation in positive brand discussion. n=1668 (1 week of discussions)

And vice-versa. Negative WoM drives the brand preference
down.
13,3
One of my favorites 7,9
-5,4
19,9
One that I buy 22,6 Before
After
Difference
2,7
-10 10 30
.*Total change in brand acceptance after participation in negative brand discussion. (1 week of discussions)

Your Category Report
(sample)

Your Category
sample slide
Sampling is the most trusted source
Less at home, more with friends/
colleagues
full report orders:
More positive discussions
with higher relay rate: 2,63
wom@outbreak.biz

Your Category
sample slide
NPS: Brand 1 the highest, Brand 7 the
lowest
Brand 1 the biggest in terms of brand
preference followed by Brand 2
full report orders:
Higher share of negative discussions for
Brand 3 and Brand 5
wom@outbreak.biz
Negative WoM though it occurs much
less spreads out faster.

Detailed Findings

Sampling/Events are the most trusted source for this
Category.
sample slide
hidden 66,9
43,9
Friends 66,2
77,0
hidden 60,0
66,5
hidden 59,4
82,6
hidden 34,1
81,1
hidden 28,9
61,6
hidden 24,6
33,5
hidden 19,8
47,8
hidden 19,2
15,5
hidden 17,6
18,2
full report orders:
hidden 16,9
64,2
TV ads 16,6
11,4
hidden 16,5
10,8
hidden 15,6
33,4
hidden 15,5
31,0
hidden 15,5
36,7
hidden 13,9
28,2
13,5
wom@outbreak.biz
hidden 24,9 Category
hidden 13,2
27,2
11,9
Total
hidden 13,8
hidden 11,3
9,4
hidden 11,1
13,1
hidden 10,4
21,0
hidden 10,1
28,3
hidden 10,0
15,0
*What is the importance/trustworhiness of the source of information whent it comes to the this category? Top2 box.

Category A gets talked about significantly more in the
pub and much less at home.
sample slide
34,1
At home
46,0
24,9
At work/school
28,0
23,9
In a restaurant/bar
7,4
full report orders:
12,2
In a shop
12,5
5,7
Internet (chat, blog, email, other)
7,8
2,3 Category Total
wom@outbreak.biz
In a means of transportation
3,4
2,9
Somewhere else
3,0
0
20
40
60
*Where did you talk about this brand?

With less discussions in the family more with friends.
sample slide
33,7
Family member 44,7
28,6
Someone I know 19,6
24,9
Colleague 22,7
15,2
Friend
full report orders:
11,7
7,2
Shop Assistant/Sale Person 8,7
3,7
Unknown person 4,8
Category
wom@outbreak.biz
0,8 Total
Someone else 1,4
0,3
Expert/Celebrity 0,7
0
20
40
60
*With whom did you talk about the brand?

Number of people involved
sample slide
60
48
Category Total
38,4
36
30,0 30,4 30,1
28,0
23,3
full report orders:
24
12
7,8
4,2
2,3 1,9 1,8 1,8
0
1 2 3 to 5 6 to 10 11 and more DK/NA
wom@outbreak.biz
* Apart from you how many people got involved into the discussion?

Category discussions tone of voice.
sample slide
All categories 75% 12% 13%
group 1 86% 9% 5%
group 2 85% 10% 5%
group 3 88% 8% 4%
group 4 83% 9% 9%
full report orders:
group 5 84% 12% 5%
group 6 91% 8%
2%
group 7 86% 9% 5%
group 8 86% 9% 6%
wom@outbreak.biz
group 9 87% 10%3%
0% 25% 50% 75% 100%
Positive Neutral Negative
*What was the tone of the discussion about the brand?

Category Average relay rate is: 2,63
sample slide
(vs. X,XX total)
Positive
40 Negative
32
26,5 27,0
full report orders:
24,3
24
19,1
16,9
15,7
16 13,5 13,5
10,8
8,1 8,1 8,1
8
4,7
wom@outbreak.biz
3,5
0
1 2 3 to 5 6 to 9 10 and more To nobody DK
*Are you going to pass over the informations about the brand you discussed today? To how
many people? Small sample on negative discussions. %

Brand Preference
sample slide
NPS T2B NNS T2B Favorite One I Buy Consider to start
Brand 1 48,1 2,9 9,1 10,8 4,3
Brand 2 41,4 5,3 6,5 10,3 6,7
Brand 3 37,8 6,8 5,8 9,7 6,5
full report orders:
Brand 4
Brand 5
32,0
31,7
5,6
4,3
4,8
4,3
7,6
7,4
11,8
11,5
wom@outbreak.biz
Brand 6 38,5 3,8 4,3 7,6 13,1
Brand 7 35,1 4,7 4,2 6,3 11,3
*Entry questionaire. %. n=428

Net Promoter Scores: Category A
sample slide
Brand 1 31,0
Brand 2 21,1
Brand 3 13,9
Brand 4 7,1
Brand 5 5,1
Brand 6 4,1
full report orders:
Brand 7 1,2
Brand 8 -4,3
Brand 9 -6,5
Brand 10 -12,9
wom@outbreak.biz
Brand 11 -19,1
Brand 12 -19,4
Brand 13 -19,8
-40 -20 0 20 40
.*Would you recommend this brand to someone you know? Specific Category. %

Positive discussions prevail.
Share of brands on positive/negative discussions
sample slide
full report orders:
wom@outbreak.biz
*Relative size of the pies represent the share on positive vs. negative discussions. %

Category X: Number of brand discussions.
sample slide
Brand 1
Brand 2
Brand 3 46 11 57
98
115
14 112
30 145
full report orders:
Brand 4
Brand 5 40
44 8
13
52
53
Positive
Neutral/Negative
wom@outbreak.biz
Brand 6
0
12 6 18
50 100 150
*What did you discussed? Number of discussions.

Taste and quality discussions prevail.
sample slide
POSITIVE DISCUSSIONS
Positive Good taste Quality/ Experience/ Price Advertising Comparison Other Total
Respected shopping/
Brand drinking
Brand 1 21 10 16 6 3 13 69
Brand 2 22 1 14 1 5 2 45
Brand 3 10 12 15 1 1 3 12 54
full report orders:
Brand 4 5 5 5 4 3 3 5 30
Brand 5 6 6 9 0 1 1 1 24
Brand 6 1 1 11 3 4 3 23
Brand 7 5 2 5 1 2 15
wom@outbreak.biz
*What have you discussed? Open end questions. Verbatims coded. #discussions.

Negative discussions occur much less.
sample slide
Mainly about negative past experience.
NEGATIVE DISCUSSIONS
Neutral and Good taste Quality/ Experience/ Price Advertising Comparison Other Total
negative Respected shopping/
Brand drinking
Brand 1 4 5 4 5 18
Brand 2 1 8 2 11
Brand 3 1 1 2
full report orders:
Brand 4 3 1 4
Brand 5 1 1
Brand 6 7 4 1 1 1 14
Brand 7 1 2 1 4
wom@outbreak.biz
*What have you discussed? Open end questions. Verbatims coded. #discussions.

Obviously in case of Brand 1
novelties were the important trigger for disscussion.
sample slide
Brand 1
Experience Category Benchmark
Advertising
Novelty/Surprising Element
full report orders:
Marketing Activity
PR
wom@outbreak.biz
Celebrity
Other
0 20 40 60 80
*What was the trigger for the discussion? Prompted.

Your Brand
Brand Discussions
(sample)

Your Brand
sample slide
Positive discussions largerly prevail
and shift the brand preference and
propensity to recommend up.
However young generation accounts
full report orders:
for more than 2/3 of negative WoM.
As is the case for the whole category
wom@outbreak.biz
more discussions happen OOH with
acquaintances especially in case of
youngsters.

Your Brand
sample slide
Women and University graduates are
ready to pass the info on more people.
Novelty/Surprising Element triggers an
important part of WoM especially in
full report orders:
case of youngsters.
Nothing can overpass a direct
wom@outbreak.biz
experience with the product when it
comes to men.

NPS=6,2 and no major variations vs. country average.
sample slide
Certainly yes
9
8
Your Brand
8,8
13,0
31,8
All Brands
12,2
10,2
28,0
7
full report orders:
7,8 8,0
6 7,8 7,2
5 15,2 20,3
4 3,8 3,8
wom@outbreak.biz
3 2,6 3,0
2 3,3 2,4
Certainly not 5,9 4,8
10 20 30 40 10 20 30 40
.*Would you recommend this brand to someone you know? n=428

Positive discussion shifted the propensity to recommend
the brand (on 6+ basis)
sample slide
Certainly yes
9
8
Before
n=105
13,0
8,8
31,8
After Positive
9,1
n=88
12,5
37,5
After Negative
n=9
11,1
22,2
full report orders:
7 7,8 6,8 11,1
6 7,8 12,5
5 15,2 8,0 44,4
4 3,8 5,7
wom@outbreak.biz
3 2,6 1,1
2 3,3 3,4
Certainly not 5,9 3,4 11,1
0 10 20 30 40 0 10 20 30 40 0 12,5 25,0 37,5 50,0
.*Would you recommend this brand to someone you know? n - see above

Positive discussions improve also other brand preference
indicators.
sample slide
One of my favorites
10,2
9,1
9,1
19,3
full report orders:
One that I buy 4,5
-4,5
3,4 Before
After
Consideration 4,5
Difference
wom@outbreak.biz
1,1
-10 5 20
*Total change in Your Brand acceptance after participation in positive brand discussion. %

Bar/Pub is the place to discuss about Your Brand especialy
for younger generation and University graduates.
sample slide
group 1
group 2
group 3
At home
31,3%
25,6%
32,0%
At work/
School
29,9%
26,4%
20,0%
In a shop
6,0%
16,8%
-
Internet
4,5%
4,8%
12,0%
Restaurant
/Bar
23,9%
26,4%
36,0%
Transport
4,5%
-
-
Total
61%
38%
23%
full report orders:
group 4 23,8% 36,9% 17,2% - 22,1% - 37%
group 5 32,6% 25,6% 9,3% 4,7% 20,9% 7,0% 39%
group 6 29,0% 41,1% 26,2% - 3,7% - 25%
group 7 27,9% 27,9% 7,0% 4,7% 27,9% 4,7% 39%
wom@outbreak.biz
group 8 30,1% 20,7% 2,6% 7,8% 36,2% 2,6% 36%
Total 30,5% 29,5% 10,5% 4,8% 25,5% 2,9%
*Where did you talk about the brand? By target groups. Your Brand. n=113

Especially for young generation.
sample slide
Family Someone Sales
Friend Colleague Stranger
Member I know Person
group 1 23,6% 15,3% 26,4% 27,8% 4,2% 2,8%
group 2 15,6% 20,0% 31,1% 22,2% 11,1% 0,0%
group 3 14,8% 33,3% 37,0% 7,4% 3,7% 3,7%
full report orders:
group 4 17,8% 13,3% 22,2% 37,8% 8,9% 0,0%
group 5 26,7% 11,1% 28,9% 24,4% 6,7% 2,2%
group 6 21,4% 14,3% 21,4% 28,6% 14,3% 0,0%
group 7 23,4% 23,4% 23,4% 21,3% 6,4% 2,1%
wom@outbreak.biz
group 8 16,7% 11,9% 38,1% 28,6% 2,4% 2,4%
Total 20,5% 17,1% 28,2% 25,6% 6,8% 1,7%
*With whom did you talk about the brand? Your Brand. By target group. n=117

Positive discussions about Your Brand largely prevail.
sample slide
full report orders:
wom@outbreak.biz
*What was the tone of the discussion about the brand? On -5 to +5 Scale. Your Brand. N=105

The negative discussion in young generation account
for more than 2/3 of total brand negative WoM!!!
sample slide
All categories 75% 12% 13%
Total Alco 86% 9% 5%
group 1 83% 11% 6%
group 2 85%3% 13%
15-29 68% 8% 24%
full report orders:
group 4 89% 5% 5%
group 5 88% 10%2%
group 6 88% 4% 8%
group 7 88%2% 10%
wom@outbreak.biz
University 76% 16% 8%
0% 25% 50% 75% 100%
Positive Neutral Negative
*What was the tone of the discussion about the brand? Your Brand. N=105

A bit more passivity in case of Your Brand’s discussions.
sample slide
Actively started the discussion
Heard/read by a chance
15,2
26,7
Your Brand
All categories
full report orders:
Actively participated
41,9
wom@outbreak.biz
16,2
Just listened
0
20
40
60
* What was the role you played in the discussion? Your Brand. n=105

Again especially in younger generation.
sample slide
group 1
group 2
I started the Heard/read
29,2%
22,5%
12,3%
20,0%
Actively
discussion by a chance participated
Just listened
41,5%
42,5%
16,9%
15,0%
full report orders:
group 3 28,0% 24,0% 32,0% 16,0%
group 4 23,7% 21,1% 39,5% 15,8%
group 5 28,6% 4,8% 50,0% 16,7%
group 6 20,0% 16,0% 44,0% 20,0%
wom@outbreak.biz
group 7 33,3% 14,3% 40,5% 11,9%
group 8 23,7% 15,8% 42,1% 18,4%
Total 26,7% 15,2% 41,9% 16,2%
* What was the role you played in the discussion? Your Brand. n=105

Your Brand: Relatively high share of novelty/difference
triggered discussions.
sample slide
46
Experience
65
25
Advertising
15
18
Novelty/Surprising Element
8
full report orders:
7 All categories
Marketing Activity
7
Your Brand
2
PR
4
1
wom@outbreak.biz
Celebrity
1
10
Other
9
0 20 40 60 80
*What was the trigger for the discussion? Prompted. Your Brand. n=105.

Nothing can surpass the direct experience when it
comes to men. For youngsters advertising and novelty is
sample slide
the spring board.
Sampling/ Novelty/
Advertising Experience News Celebrity Other
Events Surprising
group 1 15,9% 5,8% 53,6% 11,6% 1,4% 0,0% 11,6%
group 2 34,1% 6,8% 25,0% 25,0% 2,3% 2,3% 4,5%
group 3 29,6% 0,0% 37,0% 29,6% 0,0% 0,0% 3,7%
full report orders:
group 4 17,5% 10,0% 52,5% 7,5% 2,5% 0,0% 10,0%
group 5 23,9% 6,5% 37,0% 17,4% 2,2% 2,2% 10,9%
group 6 26,7% 10,0% 36,7% 16,7% 3,3% 3,3% 3,3%
wom@outbreak.biz
group 7 22,2% 4,4% 46,7% 24,4% 0,0% 0,0% 2,2%
group 8 21,1% 5,3% 42,1% 7,9% 2,6% 0,0% 21,1%
Total 24,8% 6,7% 45,7% 18,1% 1,9% 1,0% 9,5%
*What had sparked up the discussion? Your Brand. n=105

Since being discussed OOH it also involves more
people/bigger groups.
sample slide
40
35,2
Your Brand
27,6 27,6 All categories
20
full report orders: 8,6
wom@outbreak.biz
1,0
38,4 30,4 23,3 4,2 1,9 1,8
0
1 2 3 to 5 6 to 10 11 and more DK/NA
* Apart from you how many people got involved into the discussion? Your Brand. n=105

University graduates discuss in bigger groups as
opposed to youngsters.
sample slide
group 1
group 2
group 3
With 1
29,2%
25,0%
28,0%
With 2
24,6%
32,5%
52,0%
With 3-5
36,9%
32,5%
16,0%
With 6-10
7,7%
10,0%
4,0%
With 11+
1,5%
0,0%
0,0%
full report orders:
group 4 18,4% 26,3% 44,7% 7,9% 2,6%
group 5 35,7% 14,3% 38,1% 11,9% 0,0%
group 6 36,0% 24,0% 40,0% 0,0% 0,0%
group 7 26,2% 28,6% 40,5% 4,8% 0,0%
wom@outbreak.biz
group 8 23,7% 28,9% 26,3% 18,4% 2,6%
Total 27,6% 27,6% 35,2% 8,6% 1,0%
* Apart from you how many people got involved into the discussion? Your Brand. n=105

And the info is going to get to more people.
sample slide
Your Brand
All Categories
30
26,7
19,0
15,2 15,2
full report orders:
15 13,3
5,7
4,8
17,6 15,6 12,1 3,1 3,7 26,8 21,0
wom@outbreak.biz
0
1 2 3 to 5 6 to 9 10 and more Nobody DK
*Are you going to pass over the informations about the brand you discussed today?
To how many people? Your Brand. n=105

Especially if there is positive discussion about the brand.
sample slide
30
14,8
17,0
15,9
28,4
full report orders:
15
12,5
5,7 5,7
13,3 15,2 15,2 5,7 4,8 19,0 26,7
wom@outbreak.biz
0
1 2 3 to 5 6 to 9 10 and more Nobody DK
Your Brand After Positive Discussion
Your Brand All Discussions
*Are you going to pass over the informations about the brand you discussed today? To how
many people? Your Brand positive discussion n=88, total Your Brand n=105

In this case university graduates are ready to apostle the
brand to larger extent.
sample slide
group 1
group 2
group 3
To 1
13,8%
12,5%
16,0%
To 2
18,5%
10,0%
20,0%
To 3-5
15,4%
15,0%
12,0%
To 6-9
3,1%
10,0%
0,0%
To 10+
4,6%
5,0%
8,0%
To Nobody
27,7%
25,0%
24,0%
DK
16,9%
22,5%
20,0%
full report orders:
group 4 7,9% 15,8% 15,8% 5,3% 2,6% 31,6% 21,1%
group 5 16,7% 11,9% 16,7% 9,5% 4,8% 23,8% 16,7%
group 6 8,0% 20,0% 16,0% 0,0% 8,0% 28,0% 20,0%
group 7 14,3% 11,9% 23,8% 7,1% 2,4% 21,4% 19,0%
wom@outbreak.biz
group 8 15,8% 15,8% 5,3% 7,9% 5,3% 31,6% 18,4%
Total 13,3% 15,2% 15,2% 5,7% 4,8% 26,7% 19,0%
* Apart from you how many people got involved into the discussion? Your Brand. n=105

this is a sample report
full report orders: wom@outbreak.biz

OUTBREAK MR.THINK
Ivo Laurin Dr. Ivan Tomek
604 178 272 602 335 168
ivo@outbreak.biz ivan.tomek@mrthink.cz
www.OUTBREAK.biz www.MRTHINK.cz

in wom they trust