Stephen D. (Steve) Rappaport, ARF Knowledge Solutions Director, creates the knowledge resources, tools and services which help members build brands. Listen First! draws upon his decades of experience in listening for market research and for creating listening-based business strategy, services and companies. Listening grabbed Steve in academia, where he trained under a number of distinguished professors who pioneered media content analysis, and then brought that to business to include in his toolkit for consumer and B2B research, strategy and planning. Steve advises companies as diverse as Campbell, Toyota, Warner Bros., and Kaiser Permanente, and keynotes, speaks, panels or leads workshops at conferences such as the World Federation of Advertisers, Mobile Marketing Association, and ARF. Listen First! is his second book published by John Wiley & Sons under the auspices of the ARF. Steve was the lead author of the best-selling The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation (Wiley 2007).