Writing for Ad Age, Jack Neff looks at the new book Foundations of Listening from the Advertising Research Foundation.  The book is the organization s thesis on the emerging science of buzz tracking.   Neff outlines the book’s core argument, essentially that brands must get over the mystique of online buzz and try to measure what their consumers are saying online, but not at the expense of abandoning the tried-and-true method of surveying customers.

 

Read the article at Ad Age.