Last week, AdAge ran an article about corporations rethinking the value of question-and-answer consumer surveys. While still spending lots and lots of money on survey-based research, major companies like Procter & Gamble and Unilever are starting to focus on “digital chatter,” the comments and insights provided on blogs and social networks, as better indicators of customer attitudes.

Why the shift?

“You can’t ask people what they want, because what they say and what they do are two different things,” said Artie Bulgrin, senior VP-research and sales for ESPN…. “We can actually improve our [initiative's] success rate if we just listen a bit more … on a passive basis.”

If what people say and do differ when it comes to something like laundry detergent and frozen foods, imagine the discrepancies when it comes to decisions they’re emotionally invested in, like choosing a school. And imagine the discrepancies when your respondents are seventeen years old. (Some schools are already engaging in this kind of digital listening and qualitative analysis for precisely these reasons.)

This article also reminded me of a terrific blog entry by John Bell on “digital listening” from August that’s well worth checking out (h/t Jenny): Digital PR Skills 2008: Deploy Live “Listening Posts”

The full AdAge article is here.

–Taylor Trussell, Stein

The Boys & Girls Clubs of America recently published the results of its Youth Report to America — the largest national survey developed and administered by teens. 46,000 teens responded, and the report delivers their candid message. The report covers the following broad areas: teen outlook (how teens view their futures), relationships, teen issues, and view of America. According to the report, teens view education as critical to their futures. 33 percent of teens polled believe that knowledge is a key to success, while 74 percent think college is necessary to meet their career goals. A substantial number (40 percent) agree that “finishing school” is one thing that they can do to make life better for future generations. This is a must read for anyone involved in education.

To download the report, go to: http://www.bgca.org/youth/images/YouthReportToAmerica.pdf