PT  - JOURNAL ARTICLE
AU  - David Wiesenfeld
AU  - Kristin Bush
AU  - Ronjan Sikdar
TI  - The Value of Listening
AID  - 10.2501/S0021849910091130
DP  - 2010 Mar 01
TA  - Journal of Advertising Research
PG  - 16--20
VI  - 50
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/50/1/16.short
4100  - http://www.journalofadvertisingresearch.com/content/50/1/16.full
SO  - J Advert Res2010 Mar 01; 50
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.