In other marketing materials such as brochures, when you've lost them, you've lost them. Also, the source of the word of mouth is extremely important. In some situations, people won't try until they have heard the opinions of experts. The only way to research word of mouth is to research it directly. That's a good first step, but you need to hear how her friend answers, what questions arise, how they are answered, etc.
Focus groups are perfect for word of mouth research.
It is as if this methodology were invented to research word of mouth, even though it wasn't. It is the best way to directly observe and hear the actual word of mouth in process . It is a way of hearing them directly . The focus group, using designs that I will describe later, is a way of causing actual word of mouth to happen, not just simulations of word of mouth. You can actually get customers talking with prospects in the process of convincing them.