IJMR Research Methods Forum: 'Start listening, stop asking' -- Will listening make us better communicators?

Paul Edwards

Paul Edwards presents conference notes from the IJMR Research Methods Forum, discussing the use of 'listening' techniques for communications research and how it can be applied to the areas of creative development, pre-testing and evaluation.

IJMR Research Methods Forum: 'Start listening, stop asking' – Will listening make us better communicators?

Paul Edwards

TNS-RI UK

When considering how communications research should evolve we must first accept that the world of communication is undergoing fundamental change. No sooner had we come to terms with media fragmentation and one-to-one targeting than the internet overtook TV in advertising revenue. It is not just in the share of media that the real change is happening but also in the nature of communication. It is now just as important what consumers say to...

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