On July 15th at The ARF, we caught lightening in a bottle. A dozen industry leaders met to discuss how to listen to the naturally occurring conversations of consumers via blogs, search, etc. and wound up beginning a journey that will transform the research function and the marketing organizations they serve. Researchers becoming the new rock stars?! If we inspire the organization based on a willingness to hear the unexpected from consumers, absolutely!

The ARF plans a two-step to point the industry down this path:

1—AdWeek (Sept 22nd). A two hour introduction to the subject of listening during AdWeek, moderated by Jonathan Carson of Nielsen Online (includes Buzzmetrics).
http://www.thearf.org/assets/ad-week-2008

2—Thinkshops (Oct 29th). We plan a full day Thinkshop entitled, “Transforming Research: Are You Listening?” You will hear a call to action and case histories from Procter, General Mills, Unilever, among others that will change the way you think about the future of research.
http://www.thearf.org/assets/thinkshops

I would love to “listen” to your thoughts on this subject. Welcome to the revolution!