B
Evidence Grade B
Graded
under review
Safe to Cite
Recent
92%
92% -- consumers trusting word of mouth most for consumers worldwide (2025)
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Lighthouse Research Team
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Source verified
Evidence graded
Value
92%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Nielsen
Primary
Tier C
https://www.persona-institut.de/en/customer-centricity-dank-personas-so-geht-guter-kundenservice/ ↗
Source Article
Customer Centricity thanks to Personas: How good customer service works - Persona Institut
data-driven personasin customer service
Customised products that meet the needs of the market, a personalised omnichannel marketing strategy and top customer service: with data-based personas you create the basis for this. We show how - and why.
Two thirds of all customers would switch brands if the…
Original Research
Nielsen
· Original study ↗
Methodology
Nielsen study as cited by Persona Institut
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers worldwide: 92% consumers trusting word of mouth most. Source: Nielsen (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/nielsen-word-of-mouth-trust
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<blockquote cite="https://lighthousedata.io/data/nielsen-word-of-mouth-trust" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>92%</strong> -- consumers trusting word of mouth most for consumers worldwide<br><small>Source: Nielsen (2025) · <a href="https://lighthousedata.io/data/nielsen-word-of-mouth-trust" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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