Brad Fay is the Chief Operating Officer of the Keller Fay Group, Chairman of the Word of Mouth Marketing Association (WOMMA), and President of the Market Research Council. He is also the co-author, with Ed Keller, of the Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace, published by Free Press. The book won the 2013 “Best Book in Marketing” Berry Prize from the American Marketing Association Foundation.
Brad co-founded the Keller Fay Group with CEO Ed Keller in 2006. It is the first market research firm dedicated to understanding and measuring word of mouth, which drives $6 trillion in consumer spending annually, according to a study conducted by Analytic Partners for WOMMA.
Brad is a winner of the Grand Innovation Award of the Advertising Research Foundation for the development of Keller Fay’s TalkTrack®, the first continuous measurement system for all word of mouth, including the large majority of WOM which occurs offline. TalkTrack® involves a continuous, diary-assisted survey of consumers age 13 to 69 and measures the brands and companies that come up in their daily conversations. Clients use TalkTrack® to develop strategies to better engage their customers and increase recommendations, and to monitor marketing effectiveness. The company also offers fusions of its data with the Nielsen and GfK MRI companies, and a range of custom research services to test and measure WOM strategies and campaigns.
Keller Fay Group serves a diverse set of clients, including advertisers, media companies, and agencies.
Prior to founding the Keller Fay Group, Brad served as managing director at Roper Starch Worldwide, which later became RoperASW and NOP World, where he supervised a variety of business units, including Roper Public Affairs and Starch Communications.
Brad received his undergraduate degree from Colby College and his Master’s Degree from the University of Connecticut.