ARF Workshops: Listen First!
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Listen First!: A Workshop for Creating Sustainable Business Advantage

ARF Workshops

Are you hearing these things? We are.

  • “We’re doing some listening, but it’s hard to know what to do with it.”
  • “Listening is only good for customer service and image problems.”
  • “If we didn’t listen, we would be lost.”

In response to these questions and challenges, we have developed a Listening Workshop grounded in proven approaches and practices to help guide our members and the industry with sustainable, straightforward, and actionable listening techniques.

A recent Listening Workshop participant from a global beverage brand returned to her home office after an express (2-hour) workshop, and trained her colleagues on one of the analytical techniques demonstrated during the session. She wrote us a couple of days later:

“I just tried the Insight Consequence Analysis technique I learned with one of our test beverages, and was amazed at the insights I was able to glean in a very short amount of time. Thanks so much for passing along this knowledge.”

ARF’s Listening Workshops

Listening Workshops are grounded in five areas. These equip you with easy-to-understand, easy-to-apply, and easy-to-explain frameworks that enable you and your organization to:

  • Understand what listening is—it’s more than words­—and why listening is a long-term strategic imperative.
  • Recognize the five categories of listening solutions and match their capabilities to your needs.
  • Learn about listening research and the critical elements that contribute to high quality research.
  • Identify the consequences of change and think through the implications in a systematic way.
  • Propose and explore business opportunities and develop strategic options from the implications.

Session Formats

Listening Workshops are offered in three formats, depending on your specific goals:

1. Express two-hour session

  • Best for: introduction and overview
  • Topics: all topics, with a focus on explanation and key concerns
  • Experience: lecture, with a short hands-on component
  • Outcomes: familiarity and high-level learning

2. Half-day training

  • Best for: training staff who are, or will be, tasked with listening in a specific department, or who belong to a cross-functional team
  • Topics: all topics, presented with more detail than the two-hour session
  • Experience: workshop, combining lecture with several integrated hands-on exercises, breakouts, reports, and critiques
  • Outcomes: working understanding of listening techniques

3. Full-day customized strategy workshop

  • Best for: brands that have committed to listening, have resources in place, and want to maximize listening’s contribution to meeting brand, department, or organizational objectives
  • Topics: customized to specific brand needs
  • Experience: deep involvement of brand and/or cross-functional team on specific issues, designed with internal information.
  • Outcomes: objectives and strategies for increasing listening’s business contributions
  • Fees to be determined by the scope of engagement


For More Information and Scheduling:

Return to ARF Workshops



The AD Club of New York and Yahoo will host the first two breakfasts in an ongoing series of strategic conversations featuring client executives as they take a deep dive into the latest trends impacting their companies and specific business sectors. Cheryl Guerin and Ben Jankowski of MasterCard will tackle Finance on 7/16 and Bonin Bough of Mondelez will delve into CPG on 7/30.

Coverage will include: campaign success stories, challenges and how they were overcome, the next big thing on the horizon, moderated Q&A and audience Q&A.  For more information and to register, click here or call Sydney at 212.533.1929.

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Graeme Hutton, Universal McCann