Speed Read - The ARF Listening Playbook

Joseph Clift

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 of the pioneers of media content analysis in academia, before transferring to the business world.

The ARF Listening Playbook is a primer for those who are unsure about listening, defined as the study of "naturally occurring" conversations. Over recent years, listening has experienced, and is still experiencing, revolutionary change, due to the explosion in the number...

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