Playing Games With Your Customers

Slide 1: Playing Games with your Customers Susan Abbott Lesley Parker Abbott Research + & Senior Manager, Consulting Advertiser Segments Yellow Pages Group

Slide 2: the context

Slide 3: 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.

Slide 4: What’s been happening since 1908?

Slide 5: … plus more 5

Slide 6: 6

Slide 8: a lot of research

Slide 9: a lot of ideas

Slide 10: Why not try something different?

Slide 11: A customer workshop

Slide 12: Three activities  Homework  Re-design basic communication  Buy-a-feature game

Slide 13: Statement captures what we already know Detail about the challenge Some of the ideas the internal team generated to “prime the pump”

Slide 15: Buy-a-feature game

Slide 17: Pitching idea to the rest of the group – why we need to buy this feature Mast Should I er list of keep features contribute my track to last $10 or not?

Slide 19: Key learning

Slide 20: The client experience of this process

Slide 21: At the end of the day, objectives were met … and priorities were set

Slide 22: Buy-in from the project team goes up

Slide 23: The presence of the project team is not really a problem

Slide 24: It’s a lot of work … for both client and researcher

Slide 25: A fire alarm is very disruptive

Slide 26: What else would you like to know?

Slide 27: Lesley Parker Susan Abbott Senior Manager, Advertiser Segments Abbott Research & Consulting Phone: 416-412-5655 Phone: 416-481-7409 E-mail: Lesley.Parker@ypg.com E-mail: susan@abbottresearch.com www.ypg.com www.abbottresearch.com Monique Brûlotte Senior Manager, Marketing Research Phone: 514-934-2603 E-mail: Monique.Brulotte@ypg.com www.ypg.com