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The Kelsey Report® Advisory

Switchboard's Time Trial Results
Bobbi Loy-Luster , 1/10/2002

Issue: Accuracy, 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.

The participants, 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.

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