Using innovative methods in qualitative research to create competitive advantage Images are subject to copyright or trademark.

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

8. a lot of research

9. a lot of ideas

10. Why not try something different?

11. A customer workshop

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

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

15. Buy-a-feature game

17. 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

19. Key learning

20. The client experience of this process

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

22. Buy-in from the project team goes up

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

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

25. A fire alarm is very disruptive

26. What else would you like to know?

27. 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