Listening to the Sounds of Silence

Shobha Prasad

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.

INTRODUCTION

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands