Published on March 4, 2008
Playing Games with your Customers Susan Abbott Abbott Research + Consulting Lesley Parker Senior Manager, Advertiser Segments Yellow Pages Group &
74% of Canadians have used an online or print directory in past month 1 9.9 million unique online visitors quarterly 2 Google search partner Source: (1) 2006 Canadian Directory Usage Study - Ad Hoc Research (2) comScore Media Metrix, Q4 2007. Includes YPG, Trader and LesPAC.
What’s been happening since 1908?
… plus more
a lot of research
a lot of ideas
Why not try something different?
A customer workshop
Three activities Homework Re-design basic communication Buy-a-feature game
Statement captures what we already know Detail about the challenge Some of the ideas the internal team generated to “prime the pump”
Pitching idea to the rest of the group – why we need to buy this feature Should I contribute my last $10 or not? Master list of features to keep track
The client experience of this process
At the end of the day, objectives were met … and priorities were set
Buy-in from the project team goes up
The presence of the project team is not really a problem
It’s a lot of work … for both client and researcher
A fire alarm is very disruptive
What else would you like to know?
Susan Abbott Abbott Research & Consulting Phone: 416-481-7409 E-mail: [email_address] www.abbottresearch.com Lesley Parker Senior Manager, Advertiser Segments Phone: 416-412-5655 E-mail: [email_address] www.ypg.c om Monique Brûlotte Senior Manager, Marketing Research Phone: 514-934-2603 E-mail: [email_address] www.ypg.c om
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