Study: Listening to customers online hasn’t replaced consumer surveys

Although the idea of listening to customers online — reading what they say, actually — has become a popular trend among marketers, a report from the Advertising Research Foundation found that it will not replace surveys and analytical research any time soon. “While marketers need to spend more on the emerging science of buzz tracking though one or more of a growing host of new-age research firms,” Jack Neff wrote for Advertising Age , “they can’t really get away with sp…