About HarbingerHarbinger is the marketing consultancy and communications company focused on women. Our broad and deep understanding of women and our proprietary processes and tools ensure we deliver the best strategic approach and strongest possible marketing programs to meet client objectives.
Breakthrough study by Harbinger:
New dynamics of word-of-mouth/social media among women
A new North American study by Harbinger and Ipsos has found women are using a combination of off- and online forms of word-of-mouth to seek and spread the word on products and services, however their approach changes significantly depending on their lifestage and the type of product involved.
Harbinger has coined the term E-verberation to describe the new world of word-of-mouth and social media revealed by the study, where:
- it may no longer matter how well you know the source of information or opinions
- there are almost no limits to how information and opinions from a single source can be amplified across the off- and online worlds
Among the key study findings:
- less than a third (28%) of women decide what products or services to buy without seeking some kind of help
- New Moms are the most active and motivated to get and spread messages about products and services
Explore the Research
Here you can explore the word-of-mouth and social media practices of women across 14 product categories and six Harbinger-defined lifestages. Learn who is most likely to get and spread the word on your products and services and why:
Get Research Snapshots by Category
Use the drop down menu below to view/download research highlights for each of the 14 product categories explored by Harbinger's Women and Word-of-Mouth/Social Media study.
Who is Harbinger?
Harbinger is the marketing consulting and communications company focused on women. Our broad and deep understanding of women and our proprietary processes and tools ensure we deliver the best strategic approach and strongest possible marketing programs to meet client objectives.
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Category Research Spotlights
View and download Harbinger's in-depth profiles for the following product categories based on the women and word-of-mouth study.