Viewing is the new listening: How visual analytics tools let us uncover the culture around a brand

Juan Isaza and Jose Gonzalez

Assesses the capabilities and limitations of Viewing, as well as its potential to enrich or complement Listening-based research.

Summary

Since 2010, when Ray Poynter famously announced the new era of research by declaring that "listening is the new asking," brands and advertisers have begun to understand the power of consumer and cultural understanding through social media platforms.1 Social listening tools have made great strides since then, allowing us to tap into public conversations on Twitter, forums and blogs in order to deepen our understanding of consumer attitudes and behaviors.

Initially dismissed by some as an empty marketing buzzword, ‘social listening’ has over time proven to be a legitimate research tool with many real-world applications and unique...

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