WOM WORK COMETH

Drum rolls, yet more party hats (see COI story below) - our two year-long research project into word of mouth and idea propagation for Guardian News And Media is just about ready to be shared with brands, agencies, journos and the like.

Initial briefings are scheduled for the next couple of weeks and the website and short film (still from it to the left) will be going live around then, too (we'll confirm exact dates as soon as we can). Without giving away anything we shouldn't prior to The Guardian's official launch, suffice to say, it's been a fascinating process, involving everything from desk research and expert interviews to an innovative and ambitious 'network audit' approach (more on this also in due course), nationally representative quant surveys and fusion techniques to arrive at the findings.

We hope we've both moved the word of mouth story along and arrived at findings that are pragmatic, tangible and shaped with buyers, planners, strategists and co in mind. Stay tuned...