1. Listening & Talking to the
Groundswell

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

3. 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

4. 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

5. Listening
Two listening Strategies
1. Conversation Monitoring
2. Brand Monitoring

6. 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.

7. Listening
How to start listening to the groundswell:
1. Find out what your brand means
2. Understand how buzz is always shifting
3. Increase research responsiveness &
effectiveness
4. Find influencers
5. Manage PR Crisis
6. Generate new products & marketing ideas