Speed Read - The ARF Listening Playbook

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...

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