Listening to the Groundswell

Your brand is what your customers say it is. Listening is the key. Companies listen now through market research. Market research is very good at finding answers to questions. It’s just not so effective at generating insights. Surveys will answer questions you can think up but they can’t tell you what you never thought to ask. Two problems are 1. You won’t hear from everybody, you will only hear from people willing to talk and 2. Volume. Need to apply some technology to boil the chatter down to a manageable steam of insights. Two listening strategies are 1. Set up your own private community, and Begin brand monitoring-hire a company to listen to the Internet on your behalf.