Stacy McWhorter, vice president, client services of Burke, led a spirited discussion about research and the best way for our industry to measure reach and frequency.
Burke is helping design research studies that use behavior-based methodology and look at usage for a number of different media types. Stacy explained the methodological differences between this approach and studies conducted previously.
One key objective of future research is to demonstrate print’s strong usage, and Internet Yellow Pages growth, as compared to other local search tools. It’s important that we have reliable data to communicate about our significance in search.
Another objective is to build on our database of usage research that sales teams turn to when working with customers to implement advertising strategies that will work for them.
There’s a lot of thinking going into new research tools that will be critically important to us in the future. I’m excited to see strong interest from Yellow Pages companies on generating accurate and useful information for our industry.
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