To Listen, To Hear, To Understand: The Art of Deep Listening in Social Impact Measurement
At the heart of what we do at Akou lies a simple yet profound concept: listening. Our name itself is derived from the ancient Greek word ακούω (akoúō), meaning to listen, to hear, to understand. This definition captures the essence of deep listening – not just receiving sound, but truly comprehending what is being shared.
This foundation isn’t accidental. It reflects the skills that myself and Tilley honed during our years studying photojournalism and as Akou founders through our extensive community engagement and impact consulting work. The ability to truly listen has become central to how we approach measuring social impact and helping organisations understand how their investments can deliver the most benefit to communities.
What does good listening really mean?
Deep listening goes beyond simply hearing words. It’s about creating space where every perspective matters and where people feel their contributions are valued. When we engage in deep listening, we acknowledge that everyone deserves to be heard, and that by truly tuning in, we all learn from each other.
What does this look like in practice?
Good listening requires thoughtful consideration of:
Who is in the room – Consciously making space for diverse voices, especially those that are seldom heard. Representation matters, but so does creating genuine opportunities for people to contribute.
Building trust: Relationships form the foundation of authentic communication. Trust must be established before people feel comfortable sharing their honest experiences and perspectives.
Creating safe spaces: Physical and emotional environments significantly impact what people are willing to share. Safe spaces are free from judgment and allow vulnerability.
Following through: Being honest about what can be achieved and delivering action based on what you’ve heard. Without this step, listening becomes merely performative.
How deep listening transforms measuring social impact
When it comes to measuring social impact, listening becomes not just important but essential. Without deep listening, how can we truly understand what matters to communities or gather meaningful data that reflects real experiences?
Traditional approaches to impact measurement often impose external frameworks that miss the nuance of lived experience. By leading with listening, we shift this dynamic. We allow communities to define what success looks like for them, what outcomes matter most, and what stories need to be told.
Deep listening reveals unexpected insights that numbers alone cannot capture. It helps organisations understand the ripple effects of their work – both positive and challenging. These perspectives enable more thoughtful, responsive approaches to creating and measuring social change.
Practical applications for better listening
Whether you lead an organisation or conduct community research, these practices can strengthen your listening capacity:
Plan for inclusion: Before starting any project, ask: whose voices need to be in the room? Make deliberate efforts to include those who are seldom heard, not as an afterthought but as a central part of your planning process.
Create conducive environments: Consider how physical spaces and conversation formats either enable or inhibit sharing. If you’re holding an event, consider the space you will be in and its set up. Removing physical barriers, and offering multiple ways to contribute can make a significant difference.
Practice self-awareness: To listen well to others, you must first be aware of your own thoughts and emotions. Don’t let your perspectives overtake or impose on those you’re listening to. Be led by them, rather than leading the conversation toward your predetermined conclusions.
Embrace patience: Deep listening takes time and effort. Resist the urge to fill silences or rush to solutions. Give people space to gather their thoughts and express themselves fully.
Show genuine empathy: Make a conscious effort to understand different perspectives and experiences. This doesn’t mean you must agree with everything, but it does require setting aside judgment to truly hear what’s being shared.
By embedding these practices into how we measure social impact, we create more meaningful, accurate, and useful insights – insights that drive real change and strengthen the connections between organisations and the communities they serve.
Let’s not just hear – let’s listen and understand.
