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SAN FRANCISCO Word-of-mouth marketing has moved into the spotlight and a study by Forrester Research seeks to demystify the pool of shoppers—60 percent of all consumers—who are most likely to share product advice with family and friends.
Word-of-mouth consumers span all generations, approach life optimistically, are status conscious and appreciate quality and personal service, according to the study, released Oct. 30.
Analyst Lisa Bradner is lead author on the report, which studies data from a mail poll of 5,000 U.S.
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