"The listening environment is complex and diverse. There are a variety of digital forums within which conversation occur and there is a great deal of variety in terms of the conversations taking place… Conversations are also taking place offline, in naturally occurring environments, in the brick and mortar world of sights, sounds, and smells. Given this complexity, it is unlikely that simple, one-dimensional approaches to listening will provide sufficient breadth or depth of customer insights."
— G. Balla in Collaboration and Co-Creation — New Platforms for Marketing and Innovation
