Q Scores Blog: Tide Picks BETTY WHITE. Why? Is It Just Her Name?

Tuesday, August 7, 2012

Tide Picks BETTY WHITE. Why? Is It Just Her Name?

by Henry Schafer

According to the Q Scores Company, which tracks the popularity of about 1,800 celebrities, Ms. White is tied with Tom Hanks as having the highest favorability rating. Among the 70 percent of respondents who knew who Ms. White was, 51 percent said she was one of their favorite celebrities, up from 27 percent who said so in 2004. “She’s in the stratosphere,” said Henry Schafer, executive vice president of Q Scores. “She’s not afraid of making fun of herself, and that’s a good quality, and her appeal cuts across all age groups.”

reprinted from NY Times Business Day 8/3/12

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Q Scores identify the most enthusiastic consumers of a personality, character or licensed property, program, or brand. Derived from our data collection model of the Favorites Concept, the Q Scores measure of likeability is an important predictor of greater consumer involvement. Understanding how these consumers are impacted, enables clients to make the most informed decisions regarding their marketing, advertising, and media efforts.

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