The Value of Listening

Both “listening” and “asking” techniques are required to develop an accurate, robust understanding of the marketplace.

Abstract

ABSTRACT The emerging practice of listening online allows marketers to observe naturally occurring conversations between consumers about products, brands, and companies. It9s 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.