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The Listening Agency: Credentials English
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The Listening Agency: Credentials English

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  • 1. “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.
  • 2. 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.    
  • 3. 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…
  • 4. 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  
  • 5. ClientsOur clients reflect a broad range of market sectors both here in Brazil andinternationally Media & Technology Culture & Sport FMCG The Youth Market Marketing & Communications
  • 6. 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
  • 7. 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
  • 8. 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        
  • 9. 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  
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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  

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