Listening to the Sounds of Silence

In marketing research we base much of our analysis on consumer articulations but do not pay adequate attention to their 'silences' and what they leave unsaid.

Listening to the Sounds of Silence

Shobha PrasadDrshti, Strategic Research Services Pvt. Ltd., India.


but my wordslike silent raindrops felland echoedin the wells of silence Simon and Garfunkel, The Sounds of Silence

My depth interview went really badly! It was full of long silences… my respondent just would not open up!!” This is a standard cry from young researchers who believe that sessions that are not full of verbal give and take have not “got going”. Many fail to understand that the silence received in response to the advertisement or concept being...

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