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Yell.com selects online research solution for consumer insight
Added: (Mon Dec 04 2000)
Yell.com, the destination site from the Yellow Pages Group, has chosen confirmit, an online information research and management solution from FIRM, to conduct online consumer research for its website. The announcement follows the successful completion of Yell.com’s first online survey into the cinema-going habits of its users.
Designed by Yell.com’s internal marketing team, the research took the form of a pop-up survey on the Film Finder pages of the website. As Nick Harknett, General Manager, Yell.com explains, “The Film Finder survey ran for 1 week with the objective of collecting 500 responses. But, in fact, the survey attracted double the level of interest, with more than 1000 users participating in the questionnaire - and this was without any incentive.”
Yell.com began evaluating online research applications at the start of the year. confirmit was selected primarily for its cost-effectiveness and ease-of-use from an internal and end-user perspective. As confirmit is a 100% web-based solution Yell.com is able to track responses to their questionnaires whilst the survey is live, allowing for real-time analysis as the research progresses. In addition, conducting online research from its website adds an interactive element for Yell.com’s users.
Looking to the future use of confirmit, Mr Harknett says, “confirmit will be an invaluable tool in getting up-to-the-minute feedback from Yell.com users, especially as new products go live on the site.”
FIRM’s CEO, Mr Stein Onsrud comments, “We are witnessing a surge in UK businesses looking for the most effective means to collect market intelligence for strategic business development and the results of Yell.com’s initial survey are a tangible assurance of the effectiveness of online surveys. Opening online channels of communication with its users will help Yell.com strengthen customer loyalty and continue its success.”