Cutting Edges: Listening-Led Marketing Science, Media Strategies, and Organizations

Stephen D. Rappaport

This article is excerpted from The Listening Playbook, by Stephen D. Rappaport (The Advertising Research Foundation, 2010), which is concerned with listening to conversations as part of brand strategy...

Cutting Edges: Listening-Led Marketing Science, Media Strategies, and Organizations

Stephen D. Rappaport

Advertising Research Foundation

INTRODUCTION

Listening’s ability to transform raw conversations into quantitative measures expands its business potential in exciting new ways and goes far beyond listening as “the world’s largest focus group” or latest customer service tool. Listening-derived measures are being developed, tested, and used to study relationships between listening and brand financial performance. We begin with a review of studies that link share of conversational voice to share of market and then move on to market share trends and sales predictions. New rigorous and promising research is...

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