“entendre” In French the verb to listen is entendre, from the same root as “entender”, to understand in Portuguese. “sen;re” The Italians go a step further. They use the verb ‘sen;re’, both for listen and feel.
The Listening Agency is a consultancy specialized in helping brands to understand and engage with people in the digital age. We employ ethnographic and innova;ve qualita;ve research methodologies to get closer to the lived experiences of people allowing our clients to beFer understand their aGtudes and behaviors as consumers and as communicators. Based in São Paulo we are also an aﬃliate of TWResearch in London.
The Listening Agency PEOPLE LISTENING BRAND LISTENINGDISCUSSIONS Focus Groups BRAND Brand Essence Depth Interviews EXPRESSION Presence and Positioning Street Interviews (Vox-Pops)DEEP Ethnograhic Research TREND Market Trends andLISTENING Diaries, Vídeo Portraits, AUDIT consumer behaviour Digital Research COLLECTIVE Collaborative Projects INSIGHT Reports about the BrazilianVOICES Online and Ofﬂine panels BRAZIL market and Brazilian consumersCROWD Quant Studies – face to BUSINESS Benchmarking & Desk Research LISTENING face / online STATEMENT Media Planning Pitch Preparation PEOPLE LISTENING + BRAND LISTENING CONVERSATIONS WITH…
Digital Debates“Open has revolu;onised everything we do… culture doesn’t exist in a vacuum and that’s what our open plaPorm gives us is a conversa;on and there’s really only a point to a conversa;on if its two people listening to each other” Catherine Shoard, The Guardian, Reino Unido
ClientsOur clients reflect a broad range of market sectors both here in Brazil andinternationally Media & Technology Culture & Sport FMCG The Youth Market Marketing & Communications
ProjectsWe provide that inform decision making and brandstrategy across various market sectors NPD – all stages and from new mobile aps to new clothing lines Product evaluation – from TV programmes to cultural events Trends & benchmarking – comparative studies Branding studies– values, competitive mapping Communications – marketing, events e campaigns Audience Profiling – behaviour, needs, segmentation studies
MethodologiesWe use an array of methodologies speciofic the needs of each individual project Traditional Methodologies– Focus groups and depth interviews Ethnographic – participant observation, video diary & scrapbooks Desk e Desktop – research & insight from secondary sources Collaboration – creative methodologies such as panels and forums Digital Tools – online discussions, monitoring of online behaviour
Listening +We also undertake our own projects exploring a range of changes inBrazilian society Brasil@Home: an ethnographic project exploring the diﬀerences and transforma;ons in the rela;onships between Brazilians and the concept of home. Digital Lives: an ongoing project which explore issues of ethics, e;queFe and the opportuni;es and challenges associated with digital media 3iT: An exploratory project to understand the rela;onship between an ageing popula;ons and new media technologies
Ethnographic Research “When people talk listen completely. Dont be thinking what youre going to say. Most people never listen. Nor do they observe. You should be able to go into a room and when you come out know everything that you saw there and not only that. If that room gave you any feeling you should know exactly what it was that gave you that feeling” Ernest Hemingway: "Mister Papa", LIFE magazine (1949) The Da Silva Family, Londrina, Paraná
We don’t just react to trends. We also like to ini;ate interes;ng conversa;ons for our clients. Recently we bought Piers Jones of The Guardian to discuss their ‘Digital First’ strategy and Facebook applica;on with the Brazilian media. Conversationswith TheListeningAgency
The challenge of crea;ng engaging content isn’t just something which confronts our clients. We also regularly contribute to academic literature and publica;ons such as Meio & Mensagem, Proxxima (Brazil) and Contagious (UK) Conversationswith TheListeningAgency
We also like to par;cipate in debates about contemporary culture via our par;cipa;on in events such as... -‐ Social Media Week, São Paulo -‐ “The Transforma;ve Power of Digital” Terra -‐ New Brand Communica;ons, SP -‐ TV Social, Brasília -‐ The Marke;ng Society Annual Conference, London Conversationswith TheListeningAgency
Cultura BarulhentaOuvir é o percurso mais seguro e mais eﬁciente para ajudar na tomada de decisões que execu;vos seniores devem fazer. Ouvir bem pode em úl;ma análise signiﬁcar a diferença entre uma carreira mais longa e uma mais curta” McKinsey Quarterly