Tuesday, August 31, 2010
A good article in AdAge: My thoughts: Listening, whether it be to consumers, trends, the pulse of technology, is very important. Maybe it should be called observing or even interacting because it should not be passive ... you should be able to question, track and even prod the objects of your interest. It should also be done by the entire organization. We were told shortly after arriving that everyone in the company had a responsibility to observe the market in all of its contexts. What has never been completely solved is how to efficiently gather, analyze, synthesize and then redeliver this information to the right decision makers. Much opportunity there. A chief listening officer should work on that.