The document discusses the concept of silence in marketing research. It notes that research traditionally focuses on articulated responses rather than silence. However, silence can communicate important meanings through emphasis, substitution of words, and more. The document argues that research techniques and analysis methods are mostly geared toward verbal responses and may be missing valuable insights from silence. It explores different cultural interpretations of silence as positive or negative and argues researchers should seek to understand and analyze the meaning of silence.

1. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
STRATEGIC
RESEARCH
SERVICES
PVT.
LTD.
©
Drsh'
Strategic
Research
Services
Pvt.
Ltd,
December,
2010

2. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
“For
me,
the
sound
is
only
half
of
music
-­‐
the
space
between
the
notes
is
also
vitally
important…”
-­‐
SOng
Listening
to
the
sounds
of
silence
The
Fes'val
of
NewMR

3. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
COMMUNICATION
TAKES
PLACE
THROUGH
AN
INTERPLAY
OF
SOUND
&
SILENCE
Silence
punctuates
and
enhances
arOculaOons
Silence
can
accentuate
and
add
emphasis
to
communicaOon
Silence
can
subsOtute
words
“Silence
is
not
nothing.
It
is
not
the
null
set”
Listening
to
the
sounds
of
silence
The
Fes'val
of
NewMR

4. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR
In
markeOng
research,
we
barely
take
cognizance
of
silence…
…we
focus
on
the
“ARTICULATED
RESPONSE”
Listening
to
the
sounds
of
silence
The
Fes'val
of
NewMR

5. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR
WE
EQUATE
SILENCE
WITH
FAILURE
» FAILURE
OF
RESEARCHER
TO
ELICIT
“RESPONSE”
» FAILURE
TO
OBTAIN
“DATA”
» FAILURE
TO
PROVIDE
“FINDINGS”
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR

6. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR
Most
research
techniques
are
geared
to
helping
respondents
VERBALISE
their
thoughts
Most
of
our
analysis
methods
are
geared
to
analysing
ARTICULATED
responses
ARE
WE
MISSING
SOMETHING
HERE?
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR

7. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Sure…
we
may
be
missing
something…
» But
how
do
you
interpret
and
analyse
silence?
Listening
to
the
sounds
of
silence
The
Fes'val
of
NewMR

8. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
This
paper…

9. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
WHAT
IS
SILENCE?
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR

10. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
WESTERN
CULTURES
ATTACH
MORE
NEGATIVE
SIGNIFICANCE
TO
SILENCE
Dignity,
polite
and
well-­‐
mannered
Respect
Avoid
confrontation
Hostility,
anger
Shyness,
Ignorance
Displeasure/
disapproval
Giving
up,
disappointment
Discomfort,
unenthusiastic
INTERPRETATIONS
OF
SILENCE:
BRITAIN
POSITIVE
INTERPRETATIONS
NEGATIVE
INTERPRETATIONS
Source: Communicative Functions and Meanings of Silence: An Analysis Of
Cross-Cultural Views: DR. WONG NGAN LING, Professor of Language and
Linguistics at the University Of Malaya, Nagoya Repository, March 2003
Grief
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR

11. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
ASIAN
CULTURES
ATTACH
MORE
POSITIVE
SIGNIFICANCE
TO
SILENCE
Becoming
tuned
to
someone
else’s
ideas
To
give
time
to
think,
to
change
his
mind
Consent/agreement
When
highly
offended
Anger,
objection
When
my
point
of
view
is
against
the
general
opinion
INTERPRETATIONS
OF
SILENCE:
JAPAN
POSITIVE
INTERPRETATIONS
NEGATIVE
INTERPRETATIONS
Source: Communicative Functions and Meanings of Silence: An Analysis Of
Cross-Cultural Views: DR. WONG NGAN LING, Professor of Language and
Linguistics at the University Of Malaya, Nagoya Repository, March 2003
To
show
that
I
want
to
be
nominated
to
speak
To
give
a
“good
impression”
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR

12. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
We
analysed
silences
in
…
over
200
Focus
Groups
and
100
In
Depth
Interviews
in
India…
…across
categories
of
hair
oil,
frozen
foods,
two
wheelers,
refrigerators
,
cigarettes,
bidis,
Uinancial
products…
…over
the
last
3
years
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR

13. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR
WE
ENCOUNTERED
3
BROAD
TYPES
OF
SILENCE
CULTURAL/
SOCIAL
SILENCES
PERSONAL
SILENCES
TRANSACTIONAL
SILENCES

14. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Silence
arising
from
social
hierarchies..
Silence
between
social
classes,
castes
Silence
before
elders
Silence
between
genders
Not
wanOng
to
disagree/
break
ranks,
upset
harmony
CULTURAL
/
SOCIAL
SILENCES
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR

15. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Silence
arising
from
TRANSACTING
between
2
or
more
people
…deciding
when
to
talk,
what
to
say,
when
to
come
forward,
when
to
hold
back
Or
CONTEMPLATION
….evaluaOng,
collecOng
thoughts
TRANSACTIONAL
SILENCES
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR

16. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Silence
reflecOng
emoOons
such
as
boredom,
anger,
delight,
thoughculness…
PERSONAL
SILENCES
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR

17. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
PERSONAL/
TRANSACTIONAL
SILENCES
WERE
OF
DIFFERENT
TYPES…
Positive
silences
Negative
silences
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR

18. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR
PERSONAL
SILENCE
&
UNDERARTICULATION:
“People
talking
without
speaking”
» The
understatement:
subtle
form
of
silence
»
Politeness
/
fear
of
hurOng
feelings
caused
withheld
thoughts

19. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)

20. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR
STEP
1:
RECOGNISE
THE
SILENCE
STEP
2:
DEVELOP
STRATEGY
TO
DEAL
WITH
SILENCE

21. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR
STEP
1:
RECOGNIZE
THE
SILENCE
SIGNS:
ENGAGED
BODY
LANGUAGE,
LISTENING,
NODDING,
APPEARS
TO
BE
IN
THOUGHT,
DISTRACTED
SIGNS:
UNABLE
TO
MAKE
EYE
CONTACT
WITH
OTHERS/
INTERVIEWER
SIGNS:
DISENGAGED
BODY
LANGUAGE,
FIDGETING,
LIMP
PASSIVE
SILENCE
ACTIVE
SILENCE
Empty,
drained,
unproductive
Withheld
emotions
&
thoughts

22. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR
Step
2:
Strategies
for
Silence
Strategy
:
“Mine
the
silence”
Strategy:
Avoid
silence
through
more
sensiOve
research
design
Strategy:
Re-­‐engage
/
let
coast
PASSIVE
SILENCE
ACTIVE
SILENCE
Empty,
drained,
unproductive
Withheld
emotions
&
thoughts

23. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR
» PosiOve
aftude
to
silence-­‐
silence
has
content
» Give
respondent(s)
a
chance
to
break
the
silence
themselves
while
maintaining
posiOve/open
body
language
» Probe
silence:
Use
quesOons:
“what
was
on
your
mind?”
or
“what
were
you
thinking”

24. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR
ANALYZING
SILENCE
FORMALISED
“TRANSCRIPTION”
OF
SILENCE
SILENCE
NEEDS
TO
BE
RECORDED
AND
TREATED
LIKE
VERBALISED
RESPONSE
IN
ANALYSIS
SILENCE
CANNOT
BE
ANALYSED
IN
ISOLATION-­‐
NEED
TO
CONTEXTUALISE
AGAINST
BODY
LANGUAGE,
OTHER
VERBALISATIONS

25. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)

26. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR
We
conducted
8
Focus
Groups
in
Mumbai
to
explore
use
of
silence
as
a
technique
Ostensibly
to
check
response
to
a
TVC
for
iPill,
an
oral
contracepOve
…amongst
housewives,
working
men
and
teenaged
boys
&
girls

27. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
THE
PROCESS
FOLLOWED
EXPOSURE
OF
THE
TVC
SPONTANEOUS
REACTIONS
ALLOWED
SILENCES
TO
CONTINUE
EVEN
AFTER
FIRST
“BURST”
DIED
DOWN
REGULAR
WARM
UP
USE
OF
MINING
QUESTIONS
–
“WHAT
WAS
ON
YOUR
MIND”
-­‐
TO
PROBE
CONTENT
OF
SILENCES
MINIMAL
PROBES
FROM
MODERATOR-­‐
MORE
TO
ASK
FOR
EXPLANATIONS
FOR
SOME
COMMENTS
MADE
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR

28. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR

29. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
POSITIVE
LEARNINGS:
RICH
OUTPUT
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR

30. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR
NEGATIVE
FALL
OUTS…
» The
respondents
felt
slightly
rudderless
» Vaguely
dissaOsfied
feeling-­‐
have
I
given
the
‘right
answers?’
» Occasional
loss
of
“energy”
in
the
session
» Some
loss
of
control
for
the
researcher
-­‐
the
group
was
now
self
willed
» Silence
did
not
work
with
young
male
collegians
who
treated
it
as
a
“staring
match”

31. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Conclusions

32. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
» Silence
is
an
essential
ingredient
that
helps
holistic
understanding
» Sensitisation
to
silence
implies
development
of
patience
and
the
ability
to
listen
holistically.
» With
better
listening
there
is
sensitivity
to
the
“echoes
of
silence”
used
to
enhance
the
communication.
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR

33. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR
» Need
for
training
of
researchers
not
just
to
ask
but
also
to
listen
well-­‐
incorporaOng
an
understanding
and
use
of
silence.
» Silence
can
also
be
developed
into
an
effective
elicitation
technique
for
obtaining
additional
information

34. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)

35. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
…
LISTEN
TO
THE
SOUNDS
OF
SILENCE
THANK
YOU
Listening
to
the
sounds
of
silence
The
Festival
of
NewMR

36. Shobha
Prasad,
Drsh-
Strategic
Research
Services,
India
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:18am
to
3:44am
(GMT/London)
Q
&
A
Shobha
Prasad
and
Pravin
Shekar
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