The WOM audience (To whom):

“Who says what to whom in what channel with what effect?“

Word-of-mouth is a selective communication channel. The potential sender has to decide whom to address with specific topics. While the sender can be selected for a word-of-mouth campaign, the WOM recipient is largely unknown.

As ifwom collects feedback of the WOM recipients it provides demographic data of the WOM target group. Depending on the purpose of the campaign additional questions can be included to determine if a WOM campaign reached the group you intended.