Assessing the complete universe of business information search

PRACTICE OVERVIEW

Knowledge Networks is passionate about following consumers wherever their needs and lifestyles may take them – and we bring this curiosity to our work for the Yellow Pages industry. We uncover how platforms and brands fit with the consumer mindset and affect usage of old and new media; business information search represents the intersection of these key interests.

As the media universe has fragmented, and technology that enables business search proliferates, KN is identifying and assessing complementary cross-platform opportunities for Yellow Pages. We reveal the details of highly desirable consumer targets – such as online shoppers – who are also leveraging Yellow Pages products in the world of mobile Web, 411, and elsewhere. The result is innovative and accurate quantification of the Yellow Pages marketplace— from reach, usage, and frequency to attitudes, motivations and drivers of use.

Recent Knowledge Networks research has shown that

• two-thirds of the adult U.S. population that shopped online in a given month also referenced Print Yellow Pages in the same period
• 48% of the above group is between the ages of 18 and 44; 53% have incomes above $60,000; and 72% have at least some college education
• 60% of users of Print Yellow Pages also leverage a variety of other media to find business listings, including Yellow Pages-based sources on the Internet, mobile devices, and 411.

Delivering the most accurate methodologies and unmatched expertise, Knowledge Networks is providing custom measurement and analysis of this growing Yellow Pages universe. KN provides the information publishers, CMRs, advertisers, corporate strategic planners, platform marketers and investment firms need to understand how, when, and why consumers are using all business information options, including Yellow Pages media.

At both the national and local level, KN can help clients answer such key questions as:

• How can a local or national advertiser allocate spend most effectively among competing directories and in different markets?
• Which YP platforms are most effective at promoting a specific type of service?
• What are the best ways to use YP outlets to reach important target consumers, such as young adults, Boomers, and Internet shoppers?
• How can CMRs or advertisers use the interaction between media platforms in their Yellow Pages advertising decisions?

The Y Advantage LandscapeSM 2008

This summer, Knowledge Networks will release the results of a new service called The Y Advantage Landscape 2008, which will help Yellow Pages marketers understand the business-information-seeking market among U.S. consumers 13+ years of age. It will analytically detail a complex market landscape, as well as quantitative drivers of use, providing analysis across and within platforms. Those platforms will include: Print Yellow Pages, Internet Yellow Pages, search engines, mobile search, point-of-interest GPS, social networks, fee-based and sponsored 411.

The service will measure and analyze the following nationally within and across platforms:

• Use, behaviors, and attitudes across multiple platforms where consumers look for business/service information
• Motivations and drivers of usage
• Likes and dislikes
• Perceived benefits
• Type of information sought
• Actions taken post look-up or search
• Attitudes toward search
• Appeal of specific platforms
• Features and characteristics that driver usage
• Technographic and attitudinal views
• Full array of demographics

The breakthrough service, based upon results from over 2,000 people who are members of the nationally representative KnowledgePanel® will also include a subsample of the Hispanic population.

Yellow Pages Market ReporterSM (YPMR)

If your need is local, Knowledge Networks leads the way with Yellow Pages Market ReporterSM, the most accurate syndicated measurement of print directories at the DDA (Directory Distribution Areas) level. YPMR delivers specific Yellow Page directory usage, reach and frequency of use of adult consumers along with heading detail. Individual market reports are available and based on a sample of 18+ year old adult consumers residing in the targeted Yellow Pages directory distribution areas.

Custom research

Every organization has questions that are unique to their business. Knowledge Networks excels at meeting your specific needs via custom research for Yellow Pages publishers advertisers, and others, examining such issues as:

• Customer segmentation
• Communications testing
• Brand Identity Elements
• New Product Assessment

FEATURED INSIGHTS

• Is the Digital Divide Still Closing? New Evidence Points to Skewed Online Results Absent Non-Internet Respondents
  Mario Callegaro and Tom Wells
• Defining the Value of Cross-Media Properties and Advertising: A New Approach Offers Efficiencies, Savings, and Accuracy
  David Tice
• "Engagement" is in the Eye of the Beholder
  Maura Clancey
• From Phone Books to MySpace: Assessing the Complete YP Universe
  Jane Dennison-Bauer
• Accurate Measurement & Media Hype: Placing Consumer Media Technologies in Context
  David Tice

FEATURED PRESS RELEASES & LINKS

• 6/5/08 Business Week article: Online Polls: How Good Are They?
  Author Burt Helm points to a core issue in online research quality: "...the pools of respondents, though massive, rarely represent the larger population." In contrast, the article praises KN: "[Their] method offers the best of both worlds: the statistical rigor of phone polling and the flexibility of the Web."
• NBC Taps Knowledge Networks for A First in Olympics Research: Overnight Multiplatform Measurement of Exposure to Olympics Media
• Print Yellow Pages Shown as Key Resource Among Online Shoppers
• Mobile Video Advertisers Missing Opportunities to Connect With Willing Consumers – New Knowledge Networks/SRI Study
• Yellow Pages Expert Joins Knowledge Networks/SRI