Listening and it’s role within research

March 5, 2010 at 7:41 am | Posted in Uncategorized | 2 Comments

I have just finished writing a short presentation for next weeks Esomar gathering in Sydney, entilted What’s all the buzz about listening, and is there a role for research?

It is only a 15 minute slot so I néed to get my main points across quickly and I have to say I am nervous. I am nervous about how the traditional research world may consider my thinking to be more buzz and not scientific enough!

I tend to see things simply

1. There’s lots and lots of people talking online about the things we have traditionally paid to hear.
2. I don’t consider the online chatter to be grossly different to what the general population think and feel.
3. Plenty of competitors can gather, tabulate, count and report on what is being said
4. The research profession can shine here with our expertise in analysis and interpretation to work out what it all means.
5. To borrow a Chris Brogan term we need to “grow bigger ears” all through the customer understanding journey not just collect the buzz on a topic or certain brand.

We need to adapt current tools, extend our current qual and quant analysis techniques and find a way to differentiate our contribution.

Instead of asking and managing conversations it feels we need to listen, ask, direct, listen a bit more, interprete, listen, ask and then provide advice on what to do…….and then listen a bit more.
There you go, in 15 minutes flat.

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