The Listen Lady

Rated 5.00/5 based on 2 reviews
Research should be fun and interesting, not boring and over-complicated. The Listen Lady combines the best of storytelling and market research education to outline the processes, advantages, and disadvantages of social media listening research. Written for brand managers, marketing practitioners, and researchers, practical examples make the technique easily accessible to everyone. More

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About F. Annie Pettit PhD

Annie Pettit, PhD is the Vice President, Research Standards at Research Now and the Chief Research Officer of Conversition Strategies. She has more than 15 years of experience as an online market researcher and specializes in social media market research, survey research, and data quality. Annie is a member of the CASRO, MRA, and ESOMAR social media research committees. She was previously the VP of Online Panel Analytics at Ipsos where she created their proprietary survey panel data quality system. Her expertise in research methods and data quality has been highlighted through numerous conference presentations, including ARF, CASRO, MRA ,MRIA, NetGain, NewMR, and IIR. She has also published numerous articles in both professional and refereed magazines and journals. Annie tweets at @LoveStats and maintains the LoveStats marketing research blog where she occasionally showcases her attempts at being a better baker and gardener


The Listen Lady: A novel and social media research guide baked into one
The Listen Lady teaches readers about about social media research through a novel instead of a textbook format. Research should be fun!

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Review by: Roohi Qureshi on May 30, 2012 :
This is a great introduction to the constructive use of data available through social media. It is presented as the story of a small bakery owner who is able to use this data to turn her business around. It is filled with some simple, practical strategies that I look forward to applying to my own small business. It is very easy to read.
(reviewed the day of purchase)

Review by: Mike Kruger on April 29, 2012 : (no rating)
This is a painless introduction to a lot of key issues in modern marketing research involving social media. In particular, it's good at showing how these can be used on a small scale. Very approachable. Although my main job is R&D at a very large MR firm, I also teach MR at a local graduate school and plan on using this in my classes next month.
(reviewed within a month of purchase)

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