P&G’s consumer empowerment panel for Moms under new name: Vocalpoint

Posted on Saturday 11 February 2006

Somewhat under the radar, Tremor Moms has already been operating for a while now, recruiting members still under the Tremor label. Now, things are going public (at WOMMA, for instance), and the brand name is new: Vocalpoint.

On the website, it says: “Vocalpoint is a unique marketing brand powered by the Procter & Gamble Company that helps companies do a better job developing products and services that moms care about and want to talk about. We work with this influential group of moms to help companies in industries that include entertainment, fashion, music, food and beauty. We collect feedback and generate valuable knowledge and insight for our clients through surveys, product sampling and previews of products and services.”

In other words, as tried and tested with Tremor, P&G is now using their agency/panel model, and they are officially extending it to another (their primary) target group. Interesting how a fmcg company can develop a marketing agency, by focusing on this particular knowledge about consumer empowerment and its WOM effects.