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links for 2009-06-28

  • P&G and Nielsen are trying to understand how learning gleaned from “listening” to online consumer conversations compares to survey-based findings (”asking”).

    What we learned was surprising and important. Findings from “listening” and “asking” were largely consistent. Most importantly, in every case, “listening” added to our understanding in important ways, meaningfully enhancing insights, and sometimes suggesting a different course of action. For example, a survey on cloth diapering identified cost savings and sustainability as key reasons for using cloth diapers. Listening took this further, revealing the passion cloth-diapering moms have for “CD’ing,” and connecting it to core values around parenting. This led to a fundamentally different, more holistic understanding of cloth diapering than was available from survey results alone.

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  • The Cluetrain Manifesto, posted in April, 1999, immediately became a touchstone in the digital culture wars. Its four authors – Rick Levine, Christopher Locke, Doc Searls, and David Weinberger – denounced the mainstream media's portrayal of the Web as an extension of business-as-usual into a medium cheaper than paper and TV time. No, said Cluetrain in 95 "theses" (a number chosen for its resonant overstatement), millions of people weren't flocking to the Web simply because they so loved online catalog shopping. The Web was a place where each individual had a voice, and each of those voices could connect with any and every other voice. The Web is a conversation. And — in Cluetrain's most famous formulation — so are networked markets.

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