Case Study: Service & Product Development

In selling space to advertisers, it’s important to have reliable information on how pulling-power varies by type of presentation, and what gives browsers confidence in the business being advertised

Project goals:

Our client asked us to talk to people who used the directory to find service providers in order to find out the extent to which they were attracted to traders which were advertised within a trade association box.  Did the link with an accredited organisation give potential customers confidence in the businesses listed? They also asked us to assess the power of boxed ads with a white background as opposed to the standard yellow.

What we did:

In several different town centres passers-by were recruited from the street to take part in a test. They qualified if they sometimes used this directory to select a supplier. Participants were shown selected pages of their local directory which included a variety of presentation styles and asked to say which one most attracted their interest within a specific category and why.

How the research helped:

The results provided reliable evidence to update and develop statements that could be used in sales literature, to help in the selling of specific advertising layouts.