Speed and Branding Top IYP 'To-Do' List
News: The Kelsey
Group was invited by Switchboard recently to observe a focus group brought
together to test the comparative speed and accuracy of print Yellow Pages,
directory assistance (DA), Switchboard.com's Internet Yellow Pages (IYP)
site, and any other Web destination when looking up a business listing.
The goal of the research was to measure how quickly consumers were able
to look up listings using these four solutions - as well as the accuracy
of the solutions. The focus group was conducted for Switchboard.com by
the Garfield Group.
a group of 20 people in the Philadelphia area ranging in age from 19 to
64, all had some Internet experience. Each participant was asked to look
up four business listings using the four above-named methods. One of the
four look-ups involved finding a specific business located within one
mile of another specified business. The participants used each method
independently of the others and were required to finish using the print
Yellow Pages solution, for example, before moving on to DA.