social networks form the foundation of viral marketing... the Galesburg
study gone wild?
From the NY Times...
"Early this year, market researchers headed into playgrounds, skate
parks and video arcades throughout Chicago looking for what they called
alpha pups. They went up to boys between the ages of 8 and 13 with a
question: ''Who's the coolest kid you know?'' When they got a name, they
would look for that kid and put the question to him. The goal was to
hierarchy of coolness, asking the question again and again until someone
finally answered ''Me.'' By the end of April, they had found alpha pups
in most of the schools in Chicago and made them an offer that sounded
too good to be true. Hasbro would pay them $30 to learn a new video
The rest of the article [requires 'free' registration w/ NY Times]: