Fast-moving consumer goods (FMCG) tend to be everyday items with a low financial risk for consumers. However they also tend to have low conversational currency – when did you last get inspired to recommend a toothpaste, lolly, or vitamin tablet to your mates?

Our latest article for Admap presents new research that illuminates how businesses can activate any kind of product recommendation through direct-to-consumer engagement programmes, and, most surprisingly, how non-loyal customers beat loyal ones hands down in the recommendation stakes.

The edited article appears in Admap’s April 2011 edition. Read the unedited article here. [160k PDF file]