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Listen First! Tops for TrainingWe have used Rappaport's Listen First! as an indispensable guide to the world of social media listening and analysis for internal training. The book combines an insightfully broad view of listening research with compelling case studies, specific guidelines, and an overview of listening technologies. Highly recommended for marketers and researchers alike. - John Wittenbraker, Ph.D., Director of Global Innovation, GfK
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Tag Archives: research
Conversing with colleagues this morning, I mentioned that social listening to online conversations predated the Web. This took one by surprise, so I dug up a guest editorial I wrote for the Internet Business Report in 1994 about how I [...]
Following workshops and sessions I give on listening, when people want to talk one-on-one or take a meal together, I hear a story along these lines:
We’re very interested in listening and just went through a time-consuming vendor evaluation. We picked [...]
Listening requires an expanded set of skills. That’s a point I make in nearly every presentation and workshop. Michalis Michael of UK-based DigitalMR recently posted about the roles digital researchers need to play:
Association Adviser interviewed me on listening research and futures. Article is here.
Listening is not a “flavor of the month” or limited to one or two pet applications – customer care and insights come to mind, but needs to be seen as a potentially transforming practice with far-reaching and long-term consequences for [...]
by Annie Pettit, Ph.D.; Conversition
Social media research has come to be synonymous with the word listening. But research isn’t listening. If it was, anyone could eavesdrop on a Facebook fanpage or read through Twitter or skim YouTube comments and [...]
by Frank Cotignola, Kraft
(Note: this piece was originally prepared for Listen First!)
It’s relatively easy to get started with listening research. In fact, many of the tools available today to listen and understand what consumers are saying are free.