This article summarises "The ARF Listening Playbook" by Steve Rappaport. The book explores the current state of play for listening research, offering a summary of data sources, listening services and various case studies exploring positive and negative uses of listening.
Speed Read - The ARF Listening Playbook
Steve Rappaport, ARF (2010) (view on Amazon or buy here)
Steve Rappaport is Knowledge Solutions Director of the Advertising Research Foundation (ARF), with "decades" of experience in listening. He trained under some...