Hotheads.net
Hotheads
Surround yourself with opinion leaders.
Description
Hotheads are opinion leaders in a market segment who are likely to frequently offer or be elicited for category-related advice.
Apart from their connected and respected profile, hotheads opinion leaderships are category specific. The key correlates of their opinion leadership are ‘category involvement’ (interest, knowledge and activity) and ‘strength of personality’
To identify hotheads we use some practical solutions*:
Professional Activity We use the job title of target clients, customers or specialists as an indicator of hotheads status. Jobs that suggest category involvement, a capacity to spread the word and to influence peers by word of mouth are suggestive of hotheads status.
Digital Trace We identify hotheads through an online search for on category-relevant blogs, websites, discussion lists, newsgroups and web forums. In an era where opinions are increasingly shared online, the digital trace left by opinion sharing online provides businesses with a fast and smart method for hotheads identification.
Key Informants Asking a limited number of people assumed to be knowledgeable regarding the patterns of word of mouth influence who they would designate as hotheads.
Sociometry We actually map the patterns of word of mouth influence in a target market in order to identify hubs of influence. Costly and time intensive, the use of sociometric techniques is mostly limited to mapping influence networks in organizations for change management purposes.
- Adapted from Dr Paul Marsden research psychologist at the London School of Economics
Contact
- Master Communications BV
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- Amsterdam
- Netherlands 1013 LV
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- +31.614905781
Additional Information
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