Playing Games With Your Customers

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    Playing Games With Your Customers - Presentation Transcript

    1. Playing Games with your Customers Susan Abbott Abbott Research + Consulting Lesley Parker Senior Manager, Advertiser Segments Yellow Pages Group &
    2. the context
    3. 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.
    4. What’s been happening since 1908?
    5. … plus more
    6.  
    7. a lot of research
    8. a lot of ideas
    9. Why not try something different?
    10. A customer workshop
    11. Three activities  Homework  Re-design basic communication  Buy-a-feature game
    12. Statement captures what we already know Detail about the challenge Some of the ideas the internal team generated to “prime the pump”
    13.  
    14. Buy-a-feature game
    15.  
    16. 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
    17.  
    18. Key learning
    19. The client experience of this process
    20. At the end of the day, objectives were met … and priorities were set
    21. Buy-in from the project team goes up
    22. The presence of the project team is not really a problem
    23. It’s a lot of work … for both client and researcher
    24. A fire alarm is very disruptive
    25. What else would you like to know?
    26. 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

    + Susan AbbottSusan Abbott, 2 years ago

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