Post on 02-Nov-2014
description
Playing Games with your Playing Games with your CustomersCustomers
Susan AbbottSusan AbbottAbbott Research +
Consulting
Lesley ParkerLesley ParkerSenior Manager,
Advertiser SegmentsYellow Pages Group
&&
the context
74% of Canadians have used an online or print
directory in past month1
9.9 million unique online visitors quarterly2
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?
5
… plus more
6
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”
Buy-a-featuregame
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
Key learning
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 AbbottAbbott Research & Consulting
Phone: 416-481-7409E-mail: susan@abbottresearch.comwww.abbottresearch.com
Susan AbbottAbbott Research & Consulting
Phone: 416-481-7409E-mail: susan@abbottresearch.comwww.abbottresearch.com
Lesley ParkerSenior Manager, Advertiser Segments
Phone: 416-412-5655E-mail: Lesley.Parker@ypg.comwww.ypg.com
Lesley ParkerSenior Manager, Advertiser Segments
Phone: 416-412-5655E-mail: Lesley.Parker@ypg.comwww.ypg.com
Monique BrûlotteSenior Manager, Marketing Research
Phone: 514-934-2603E-mail: Monique.Brulotte@ypg.comwww.ypg.com
Monique BrûlotteSenior Manager, Marketing Research
Phone: 514-934-2603E-mail: Monique.Brulotte@ypg.comwww.ypg.com