RT Journal Article
SR Electronic
T1 The Value of Listening
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 16
OP 20
DO 10.2501/S0021849910091130
VO 50
IS 1
A1 David Wiesenfeld
A1 Kristin Bush
A1 Ronjan Sikdar
YR 2010
UL http://www.journalofadvertisingresearch.com/content/50/1/16.abstract
AB The emerging practice of listening online allows marketers to observe naturally occurring conversations between consumers about products, brands, and companies. It's no surprise that a technique anchored in actual conversations captures context and emotion better than traditional methods. What is surprising is that listening can be essential to finding the real story. In such cases, it may be more correct to think of traditional “asking” methods as a complement to listening. The bottom line: Both “listening” and “asking” techniques are required to develop an accurate, robust understanding of the marketplace.