Listen up: how access to digital media is transforming consumer research

Geoffrey Precourt, WARC Online’s US editor, reports from the ARF’s seminar in New York Advertising Week on latest industry practices in mining the blogosphere for research insights.

Are you listening?

Joel Rubinson, chief research officer of The Advertising Research Foundation (ARF), didn’t mince his words.

‘This is a transformational event,’ he told the audience at the ARF’s People Are Talking. Are You Listening? seminar at the 2008 New York Advertising Week. ‘We’re learning how research and analysis are transforming themselves, and how research and marketing are merging over the concept of listening.’

The session - which featured two industry overviews, case studies from BMW on listening online, and from TNS/TNS Cymfony on how listening revealed actionable insights into sales of flat-screen televisions, and concluded with a panel featuring Nielsen Online, ESPN, Unilever, Microsoft Advertising, and agencies Vivaki and Young & Rubicam - is the second step in a process that began earlier this year.