Listening to the sounds of silence

Date of publication: April 20, 2010


In research we base much of our analysis on consumer articulations but do not pay adequate attention to their silences and what they leave unsaid. Especially in eastern cultures where language is layered and subtle, silence is often used to convey opinions and feelings and cannot be ignored in our analysis. This paper examines "silence" and the unarticulations as essential parts of consumer feedback and looks at ways in which these can be classified and interpreted for more enriched qualitative research analysis.

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