Guardian and Observer readers' word of mouth strengths lie across a wide range of sectors...
Despite the fact that influential people exhibit common qualities (Weak Ties, Bridging Capital and the Status Bargain) very few of them are able to influence others on every subject. Influential people tend to excel at passing on ideas that relate to their areas of interest or specialism.
Consumers of the Guardian and Observer have varied interests but during the course of the research we were able to look at the following areas in more depth:
They are all areas in which word of mouth can be very influential but in each sector the mechanics of word of mouth are slightly different.
 Film |  Food and Drink |  Music |  Technology |
They are all areas in which word of mouth can be very influential but in each sector the mechanics of word of mouth are slightly different.
Film
I'll either look in the free paper, Google it or ask friends.Non-GNM consumer
Film is not seen as a high-risk purchase. Going to see a film, or buying or renting a DVD, is relatively cheap compared to higher risk purchases such as cars or houses, so there are no significant consequences to making 'the wrong choice'.This means that, assuming a certain level of financial comfort, people will be more open to acting on recommendations and marketing messages related to film.
During our qualitative phase we found that non-Guardian/Observer readers were relatively unselective in their sources of film information, tending to refer to the means of finding information rather than specific sources.
Guardian and Observer readers, however, not only took inspiration from marketing materials but also referred to their newspaper of choice as their central source and then consulted other expert sources. They are information gatherers, seeking it out from a range of sources in order to develop a rounded view. This behaviour is crucial when it comes to being an influencer in word of mouth.
Throughout our qualitative research, Guardian and Observer readers displayed a high tendency to be singled out by other people as having played a key role in their decision to see a particular film.
I ask my brother, specific university friends and people I'm aware of that have similar tastes. They're not necessarily my closest friends. Also the internet, newspapers, TV and Jonathan Ross.GNM consumer
Friends, particularly those not in London, ask me about film. They think I have more access to films living in London.GNM consumer
Food & Drink
I love discussing cooking with people, it can be anyone ... The Observer Food Monthly is a gem.GNM consumer
Food and Drink is a category in which Guardian and Observer readers seem to be very influential. Our qualitative stage often saw them singled out by both other Guardian/Observer readers and readers of other media as being a good source of advice and recommendations.Moreover, the Guardian and Observer themselves were also shown to be popular sources of information on the subject.
I would say I'm influential in music, food and fashion. I get most of my recipes from the Guardian.GNM consumer
Music
Generally I tell people a lot of stuff. People ask me about music, I'm a bit of a guru in it.GNM consumer
Like film, music is a lower risk recommendation. It's relatively low cost (often free, in fact) so people don't worry too much about the consequences of acting on a recommendation, or of giving a recommendation that turns out not to work.We saw that Guardian and Observer readers are particularly active and influential when it comes to music and they often cited it as a key area of interest.
We like to share new music in our network. Liam's really connected on the scene.Non-GNM consumer on a GNM consumer
Technology
I like to find nuggets of information in the Technology section of the Guardian, which I then research later online.GNM consumer
The predominant sources of information in this sector were trusted expert contacts and, perhaps predictably, technology websites. However, newspapers and magazines were also cited.Naturally, Bridging Capital is very important here, and in this area in particular it's really easy to see it in action. Guardian and Observer readers seemed to be trusted sources of information, perhaps in part because of their high level of online activity.
I get all my technology information from John.Non-GNM consumer on a GNM consumer
Across each of these areas there was a very clear pattern. There was a tangible interest in and enthusiasm for innovation present in all Guardian and Observer readers. This was observed in both respondents' accounts of themselves and in others' accounts of them. They showed interest both in the product or service itself, but also, crucially, in its cultural implications. They were showing a desire to exert their Bridging Capital. Regardless of sector, this means that readers of the Guardian and Observer exhibit the qualities necessary to introduce information about innovative products and services into networks and to help word of mouth spread.