Listening & Talking to the Groundswell

“Brands belong to customers, not companies.”- Ricardo Guimaraes, Brand Theorist

Listening & Market Research

• Market Data – Quantitative, “the numbers”• Market Information – Data with Analysis, gives

“meaning” • Market Insight – Qualitative, Discovers “Why”

Customer insight – what they are thinking and why

Listening

Limitations & Problems with Listening to the Groundswell

1. We only hear from those who participate in talking

2. The volume of insight is great and difficult to capture

Listening

Two listening Strategies

1. Conversation Monitoring2. Brand Monitoring

Listening

Listening strategies help improve products, services and the brand in general by providing decision makers the data, information and insight to make better decisions and adapt to the market.

Listening

How to start listening to the groundswell:1. Find out what your brand means2. Understand how buzz is always shifting3. Increase research responsiveness &

effectiveness4. Find influencers5. Manage PR Crisis6. Generate new products & marketing ideas