The ARF Listening Playbook

The ARF Listening Playbook

The ARF Listening Playbook is the go to guide for understanding the newest, and potentially most important advance in market research - listening to customer conversations. The Playbook answers four key questions being asked today - what is listening, how is it used, how is it done, and where is it going? Written by Advertising Research Foundation experts, they explain how listening helps brands achieve the full range of marketing objectives, from finding new customers through loyalty. This comprehensive book teaches through 35+ case studies and many examples. Complete with over 70 vendor profiles, glossary and index, The ARF Listening Playbook gives all readers the research and practical foundation necessary to leverage listening for their brand's growth.

Also available on Amazon and Amazon Kindle, and at Barnes & Noble.

Advance Praise:

“I am constantly quoting The ARF Listening Playbook’s framework for research transformation ... really listening is essential in order for research to be effective in the future. This book captures it, explains it and activates it!”
– Britta Ware, VP, Research Solutions, Meredith

“It turns out the future of branding doesn't belong to the loudest voice, but to the most perceptive ear.  The impeccably curated case histories of The ARF Listening Playbook are essential reading for anyone interested in gleaning a deeper understanding of what makes the people tick who drive our products, brands and culture.”
– James P. Othmer, author of ADLAND, THE FUTURIST and HOLY WATER

“Steve Rappaport’s new book “The ARF Listening Playbook” is a timely and important contribution toward our understanding of a new dynamic market.  It has been very helpful in our new business planning and development efforts.  Especially insightful are the client cases that enable us to see more clearly the real value of social media.”
– Michael Kassab, Senior Vice President of Innovation, GfK Custom Research North America

“Having a listening strategy is essential in the digital age where brand power has shifted to the customer. The ARF Listening Playboook is essential reading for listening novices as well as experts. For the novices it provides hand-holding strategies, illustrative cases and a guide to resources. Experts can use the book to benchmark best practice and refine strategies. Students of business, marketing and marketing communications will find it a single source of valuable material to aid their studies and develop project work.”
– Douglas West, Executive Editor, the Journal of Advertising Research

“The ARF Listening Playbook has done a good job of putting some conceptual boundaries on this space – it will make listening less confusing for brands that want to get involved.”
- R. Scott Evans, PhD, HarrisInteractive and head of Text Analytics

“This book is a strong reference for the professional. Why? the many case studies, actionable frameworks, and vendor profiles teach important lessons, provide game plans and help evaluate key players.”
– Jeremiah Owyang, Partner, Customer Strategy, Altimeter Group

"Listening is leading, and this superb distillation of the industry's best thinking on the massive upside of listening reads like a leadership manual for the "new marketing." Indeed, it always pays to listen – especially to the wired, unprompted, and networked voices in this market environment.”
– Pete Blackshaw, exec VP of Nielsen Online Digital Strategic Services and author of 'Satisfied Customers Tell Three Friends, Angry Customers Tell 3000’