At
DAC Group, we believe that research is the starting point of any successful directory advertising program. It helps you make sound, objective decisions about your program and guides us in the actual creation of your Yellow Pages ads and directional advertising campaigns.
Headed by Francie Nichols, our fully staffed research group offers you an unparalleled depth of experience and knowledge in directory advertising. Services available include:
- A proprietary system to identify the importance of every residential North American print and IYP directory
- A comprehensive library of secondary research
- Custom research, including call tracking tests, surveys, and focus groups
- Expertise in managing non-Yellow Pages research projects, including callback research and fulfillment projects
In fact, it is this range of accurate and timely information that forms the basis of our decision-making:
Call Tracking/Return on Investment Testing:
We conduct ROI testing, implemented by call tracking with remote call-forwarding technology. This is central to measuring the success of your ad program, and lets us accurately compare your advertising options both online and in print.
Secondary Research:
We use every major industry source—such as publisher-sponsored research (critically evaluated) and academic studies— to identify industry trends, and to develop testing for specific program elements.
Quantitative Methods/Surveys:
We have decades of expertise in study design, questionnaire development, and analysis of survey results. In addition we conduct Internet, telephone, door-to-door, and mall intercept studies on a wide variety of topics.
Qualitative/Focus Groups:
We use focus groups to evaluate how specific ads are working and to determine how prospects use directory advertising for specific categories, products and services.
Points of View:
We use the hundreds of research tests and extensive industry data we have reviewed and assessed to advise you during the ongoing development of your program.
