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What’s driving all the excitement and energy around “listening?” After all, the basic notion of “listening” - observing and interpreting naturally occurring consumer behavior - is not new. In fact, when the first professional market researchers sat in consumers’ living rooms and talked with them about their lives and their needs, they were engaging in “listening” as much as they were asking questions. These pioneers were literally the eyes and ears of their organizations. They brought consumers to life in ways that inspired a host of innovations, improving consumers’ lives and their businesses in the process.