Listening – What is an Insight?

I had the pleasure of being interviewed by Professor Allie Siarto of Michigan State University on listening. The podcast is here:

We had a pretty freewheeling discussion on listening. Readers of Listen First or this blog will be familiar with my take on the basics – always good to review. The part that I enjoyed most was the opportunity to talk about insights – what they are, how they can be discovered, and how they can be evaluated. For many people, even insights professionals, there’s uncertainty and ambiguity around this – that’s experience we have at The ARF’s Knowledge Center. I wrote a piece on insights for an insights group that I’ll post shortly. Meanwhile, enjoy the interview.

  • Why is listening to social media conversations important for companies?
  • What is an insight?
  • How do we staff for listening?
  • What is the difference between social media monitoring and social research?

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