chapter  1
21 Pages

Seed to spread: how seeding trials ignite epidemics of demand

ByPaul Marsden

Picture this: a marketing research department operating as a profit centre, not only generating intellectual capital but also driving sales through word of mouth outreach programmes with opinion leaders. Sounds like a fantasy? Well, think again. Big brands such as Procter & Gamble, 3M, DreamWorks SKG, Microsoft and Google are all harnessing the power of research to optimize product launches. How? Through seeding trials – sampling conducted in the name of research, designed to transform opinion leaders into loyal adopters and word of mouth advocates.