I am very happy to read that things are slowing but surely moving in the right direction as "Listening" took central stage at the recent Market Research Society conference Research 2006 Conference. Indeed, a first panel featuring, among other speakers, my friends Ed Keller and Dr Paul Mardsen, made the attendance "talk about Word of Mouth" Word-of-mouth gets people talking at conference . I am happy to hear this, and agree with the panelists and personnally think that “although there is a lot of buzz about word-of-mouth, it’s not just buzz", consumers and customers are already talking, exchanging, conversing and changing marketing the way marketers know it. Finally, a second panel with James Cherkoff and Johnnie Moore of Collaborate Marketing very much in line with one of my recent post So why focus groups do not work as well as you think? Because they are "AQUARIUMS"... alerted the audience about the fact that blogs may soon replace focus-groups, I could not agree more, and in fact even anticipate that even if "death" of focus groups may not be approriate, decline of traditional focus-groups is.
Convinced that Listening rather Asking will soon dictate the Market Research Practice, I am delighted to hear and see that things are moving. The more we push all together, the better brands will gain from our collective insights and wisdom.