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Michigan State University has created a validated tool to identify and score Maxcers, who are knowledgeable, connected, persuasive and innovative drivers of brand identity.
About
Research indicates that certain people drive brand identity for companies, yet businesses and marketing researchers have a difficult time identifying these individuals and connecting with them. To solve this problem, researchers at Michigan State University have created a validated tool to identify and score Maxcers. Maxcers are individuals who are very knowledgeable about a specific product, service or issue. In addition, they are highly connected with others, communicate extensively about their opinions, and are very persuasive. The outcome of this research results in the Maxcer Quotient (MQ), an individual’s influence - much like an IQ measures intelligence or the FICO score that measures financial surety. The MQ utilizes a comprehensive analysis of the Maxcer’s influence in a particular area gathered through self-assessment, analysis using Natural Language Processing of their communications, and a deep analysis of the Maxcer’s social media network.
Key Benefits
Identifying Maxcers allows the business to nurture its relationship with influential consumers. Once Maxcers have been identified, the firm can target them with individualized messaging, and know that they will communicate this information widely and persuasively. Maxcers are also an excellent resource for market research, in that they are knowledgeable and innovative.
Applications
The primary target market consists of organizations who use extensive customer engagement tactics, such as customer rewards programs. Companies typically underutilize these consumer networks that can be used for branding opportunities and market research.