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Meet the Family:
A new model for social influence
What We Do
Word of mouth endorsement is widely recognised as the most powerful influence on purchase decisions, and none more so than those made within the family unit.
However, while moms make the majority of family purchases, they rely on a wide range of influences before making those decisions: from personal relationships to online word of mouth to public visual or verbal triggers.
DSF was developed to meet the need of brand owners to better target families through word of mouth – understanding not just the influencers, but also the influenced, with a view to creating highly effective, measurable word of mouth campaigns.
Drawing on 11 years of experience, and bespoke research, DSF are experts in understanding parents’ purchasing dynamics. Our recent research study – Meet The Family: A new model for social influence, investigated how today’s families discover information about products and services, and was designed to give us an in-depth knowledge of parents’:
Personal relationships – with friends, extended family, work colleagues, partners and children – how they impact on decision making across different product categories and how important they are to different buying personalities.
Online influences – how they interact with social networks, blogs, communities and shopping sites.
Conversation triggers – both verbal and visual, and the locations which work best for different buying personalities and product categories.
Buying personalities – parents are not a generic herd of followers. We have developed eight social buyer personalities, sharing common traits around what and who influences them socially and how that translates into purchasing behaviour.
Armed with this information, Different Size Feet are able to offer clients a valid and unique guide to effectively refine and target their brands’ approach to social outreach.
Services
In addition to consultancy, we are able to offer online research and engagement services including community and advocacy relationship management.
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