AdWeek "People are talking; are you listening?" comments

[Joel Rubinson]

At yesterday’s ARF Advertising Week session, “People Are Talking. Are You Listening?”, we confirmed how powerful social media can be as a source of insights and influence on brands thanks to compelling evidence from BMW on how they use listening to earn customers’ trust. TNS presented a new view of Hi-Def TV brand equity that only social media could reveal.

A panel of five leading researchers unanimously agreed that research must transform its mission, language, and embrace new listening tools. The need to develop a new type of talent was clear.

The journey has begun and there is no turning back.

On October 29th, the ARF will offer the next step in the progression: an Industry Leader Forum on “Transforming Research. Are you Listening?”

We will bring together one of the largest assemblage of leaders ever to share their tools and successes from listening to customers, and convey a sense of urgency to transform research.

Co-chairs: Nielsen Online/Buzzmetrics; Millward-Brown
Keynote: Procter & Gamble talking about their vision of the future of research
Transformation: How General Mills is using social media to turbo-charge consumer insights
Success stories: Unilever (Dove Campaign for Real Beauty), MTV and Sony (just added!)
Perspectives: Google, Avenue A/Razorfish, TracyLocke (head of planning) plus more
Networking and breakout sessions: learn how you can make these tools work for your organization

Click here to register: www.thearf.org/assets/forum

[Ray Pettit]

This is such a vital topic, I think we could have continued the Q&A for the remainder of the business day. I was standing in back near the end, and only a handful of people left before it was over.

The intensity of concentration and interest confims the sense that this is really an important discussion. I'd be curious what other people who attended felt or heard about the event. Folks?