With the changing trends and developments constantly taking place in the directory market, it is crucial for advertisers to fully understand consumer behaviour before investing large sums of money in their directory programmes or in contrast making rash decision on cutting back or even pulling out of directories altogether. Regular research is paramount to this insight and should always be used as part of the planning process.
The publishers undertake their own research, which DAA also uses to help plan campaigns. In addition to the usual usage tracker research, the publishers also look at specific markets. Both Yellow Pages and Thomson have involved DAA in the consultation phase for input on content to ensure that the findings would be relevant to our clients’ needs.
In addition to the research available from both ourselves and the publishers, we can also recommend and implement be-spoke qualitative and quantitative research programmes specific to our clients’ needs.
Some of our clients already have market research or consumer insight teams that manage research projects for the company - in these instances we are happy to work with these teams and provide a recommendation on what should be included within the project.