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L.E.K. Consulting is a market research and strategy consulting firm. We are conducting research on the online and mobile directory market.

We are surveying key industry participants to understand their perspectives and appreciate your willingness to participate in our survey. The survey should take less than 15 minutes. If you complete the survey within 24 hours of receiving the invitation, you will receive a $50 honorarium. If you complete the survey within 48 hours of receiving the invitation, you will receive a $30 honorarium.

Your survey responses will be strictly confidential and data from this research will be reported only in the aggregate. Your information will be coded and will remain confidential. If you have questions at any time about the survey or the procedures, you may contact Eric Johnson at 312-913-6471 or by email at [email protected].

Thank you very much for your time and support. Please start with the survey now by clicking on the Continue button below.
 
 
 
* Approximately how many employees work at your company?
 
1-4
 
5-9
 
10-14
 
15-20
 
21-50
 
51-100
 
101-250
 
251-500
 
501-1000
 
1000+
 
 
 
* In which functional area of your company do you work?
 
Management
 
Marketing
 
Finance & Accounting
 
Operations
 
Sales
 
IT
 
HR
 
Other (please specify)
 
 
 
 
* Which of the following best describes the kinds of goods or services your business provides?
 
Arts & Entertainment
 
Automotive
 
Bars & Nightlife
 
Beauty & Spas
 
Business & Professional Services
 
Financial Services
 
Food & Grocery
 
Health & Medical
 
Hotels & Travel
 
Real Estate
 
Restaurants
 
Shopping & Retail
 
Sports & Recreation
 
Other (please describe)
 
 
 
 
* Does/has your company use(d) the following directory listing service provider?

Yext Power List?
 
Yes
 
No
 
 
 
* Does/has your company use(d) the following directory listing service provider?

Single Platform
 
Yes
 
No
 
 
 
* Does/has your company use(d) the following directory listing service provider?

Localeze
 
Yes
 
No
 
 
 
* Does/has your company use(d) the following directory listing service provider?

Universal Business Listing
 
Yes
 
No
 
 
 
* Does/has your company use(d) the following directory listing service provider?

InfoGroup
 
Yes
 
No
 
 
 
* Does/has your company use(d) the following directory listing service provider?

Reach Local
 
Yes
 
No
 
 
 
* How would you describe the location of your business?
 
Urban
 
Suburban
 
Rural
 
 
 
* In which region does your company operate (or primarily operate if in multiple regions)?

Northeast includes: CT, ME, MA, NH, NJ, NY, PA, RI, VT
South includes: AL, AR, DC, DE, FL, GA, KY, LA, MD, MS, NC, OK, SC, TN, TX, VA, WV
Midwest includes: IA, IL, IN, KS, MI, MN, MO, ND, NE, OH, SD, WI
West includes: AK, AZ, CA, CO, ID, HI, MT, NM, NV, OR, UT, WA, WY
 
Northeast
 
South
 
Midwest
 
West
 
 
 
* In which state does your business operate (or primarily operate if in multiple states)?
 
 
 
* What is your company's approximate annual revenue?
 
<$500K
 
$500K - $1 million
 
$1-5 million
 
$5-10 million
 
$10-20 million
 
>$20 million
 
 
 
* What is your company's annual spend on ALL online and mobile advertising?
 
$0
 
$1-1K
 
$1K-5K
 
$5K-10K
 
$10K-15K
 
$15K-20K
 
$20K-30K
 
$30K-50K
 
$50K-70K
 
$70K-100K
 
$100K-150K
 
>$150K
 
 
 
* Of your company's total online and mobile advertising spend, what is the annual spend on only ONLINE / MOBILE DIRECTORY listing activities?
 
$0
 
$1-1K
 
$1K-5K
 
$5K-10K
 
$10K-15K
 
$15K-20K
 
$20K-30K
 
$30K-50K
 
$50K-70K
 
$70K-100K
 
$100K-150K
 
>$150K
 
 
 
* How has your company's spending on online and mobile directories changed in the last three years?
 
Increased more than 30% over the last 3 years
 
Increased 21-30% over the last 3 years
 
Increased 11-20% over the last 3 years
 
Increased 1-10% over the last 3 years
 
Stayed the same over the last 3 years
 
Decreased 1-10% over the last 3 years
 
Decreased 11-20% over the last 3 years
 
Decreased 21-30% over the last 3 years
 
Decreased more than 30% over the last 3 years
 
N/A (business less than three years old)
 
 
 
* How do you expect your company's spend on online and mobile directories to change in the next three years?
 
Increase more than 30% over the next 3 years
 
Increase 21-30% over the next 3 years
 
Increase 11-20% over the next 3 years
 
Increase 1-10% over the next 3 years
 
Stay the same over the next 3 years
 
Decrease 1-10% over the next 3 years
 
Decrease 11-20% over the next 3 years
 
Decrease 21-30% over the next 3 years
 
Decrease more than 30% over the next 3 years
 
 
 
* On average, how frequently does someone in your company interact with your company's online or mobile directories (expanding, updating, verifying listings)?
 
Every day
 
Every other day
 
Every week
 
Every other week
 
About once a month
 
Once every couple of months
 
A few times a year
 
Once or twice a year
 
Our company never makes changes to our online / mobile directories
 
 
 
* In total, how many hours would you estimate that someone from your company interacts with your company's online or mobile directories (expanding, updating, verifying listings) in a typical year?
 
<1 hour
 
1-10 hours
 
11-20 hours
 
21-30 hours
 
31-50 hours
 
51-100 hours
 
>100 hours
 
 
 
* Approximately what percent of the total time spent on interacting with the company's online / mobile directories would be spent on each of the following activities?
Update services or products offered (i.e. menu, product list)
%
Update prices on products and services offered
%
Update hours
%
Communicate promotions and events
%
Verify that business information is correct
%
Other
%
Values must add up to 100
 
 
 
* On how many different online / mobile directories and sites does your company currently list?
   directories
 
 
 
* On how many different online / mobile directories and sites did your company list 3 years ago?
   directories
 
 
 
* How are you planning to change the number of online / mobile directories that you list on over the next three years?
 
I plan to increase my online presence by advertising on more sites online and on mobile
 
I’d like to increase my presence online and on mobile, but I am doing as much as I can right now given my resources (time and money)
 
I am happy with my online presence and don’t have any active plans to increase the number of sites I advertise on
 
I may be cutting back on the number of online / mobile directories
 
Other (please describe)
 
 
 
 
* What is the primary reason you are looking to increase your online and mobile presence?
 
Advertising online and on mobile helps me grow my business
 
It’s something I feel I have to do to stay competitive with other businesses
 
I want to keep up with the new websites and applications that emerge
 
Other (please specify)
 
 
 
 
* What is the primary reason you are looking to decrease your online and mobile presence?
 
I don’t think there are any measurable results
 
I need to cut costs
 
They take too much time and effort to maintain and update
 
I’ve built up enough awareness about my business now, and I only need to be on a few of them on an on-going basis
 
Other (please specify)
 
 
 
On a scale of 1 to 7, where 1 = “I strongly disagree” and 7 = “I strongly agree”, to what extent would you agree with the following statements?
1 (strongly disagree) 2 3 4 5 6 7 (strongly agree)
* Overall, online directories are effective at driving additional business
* Overall, online directories provide positive return on my investment
* Overall, mobile directories are effective at driving additional business
* Overall, mobile directories provide positive return on my investment
* Overall, traditional print directories are effective at driving additional business
* Overall, traditional print directories provide positive return on my investment
 
 
Please rate, on a scale of 1-7, where 1 = very unreliable and 7 = very reliable, the reliability of each of the following directories in listing correct and complete information about your business.
1 (very unreliable) 2 3 4 5 6 7 (very reliable) Do not use / am not sure
* Google Places
* Yelp
* Yellow Pages
* Facebook
* Foursquare
* Groupon
* Twitter
* Foodspotting
* Online newspaper directories (New York Times, Washington Post, Chicago Tribune, etc.)
* Urbanspoon
1 (very unreliable) 2 3 4 5 6 7 (very reliable) Do not use / am not sure
* Topix
* Gayot
* Tripadvisor
* CitySearch / CityGrid
* Metromix
* The Village Voice
* 10Best
* MetroGuide
* Hunch
* InsiderPages
1 (very unreliable) 2 3 4 5 6 7 (very reliable) Do not use / am not sure
* LocalEats
* Newsday
* Hubbiz
* GrubHub
* DiningIn
* Factual
* Superpages
 
 
In your opinion, how effective are each of the following directories in driving additional business? Please rate 1-7 where 1 = "not at all effective" and 7 = "very effective".
 
 
To what extent would you agree with the following statement: “This directory provides a positive return on my investment.” Please rate 1-7 where 1 = “I strongly disagree” and 7 = “I strongly agree”.
 
 
How much do you pay each year to include your listing in each of the following directories? If you do not pay anything with the given directory, please enter 0.
 
 
 
* Please comment on any opportunities for improvement in online / mobile directories. In other words, what are the kinds of services that directories can offer to help increase your effectiveness and efficiency, or what parts of the process are your pain points today?
   
 
 
How important is it for you to be able to regularly update your online / mobile directories? Please answer on a scale of 1 to 7, where 1 = “Not at all important” and 7 = “Very important”
1 (not at all important) 2 3 4 5 6 7 (very important)
* Ability to regularly update your online / mobile directories
 
 
How interested would you be in the following concept? Please answer on a scale of 1 to 7, where 1 = “Not at all interested” and 7 = “Very interested”

A “digital storefront,” is a minimum viable website for small business, distributed across a network of 50+ publishers of online and mobile directories. This service would allow your company to update business information in real-time, across all 50+ publishers, through a single point of contact. You would be able to update contact, location, menu, prices, hours, and promotions, and this uploaded business info enables your business to be more “discoverable” through search
1 (not at all interested) 2 3 4 5 6 7 (very interested)
* "Digital storefront" and "discoverability" concept
 
 
How valuable are each of the following features of this type of service? Please answer on a scale of 1 to 7, where 1 = “Not at all valuable” and 7 – “Very Valuable”
1 (not at all valuable) 2 3 4 5 6 7 (very valuable)
* The ability to publish, update, and monitor company information (including location, contact, menu / products, pricing, hours, and promotions) on multiple directories through a single point of contact
* The ability to generate high-quality, company-controlled content that can engage potential customers
* The ability for the information updates to occur in real time
* The ability to add photos and video to updates
* The ability to connect to GPS devices and 411 directories
* The ability to monitor the effectiveness of the search or local advertising campaign
* The ability to optimize listings with geo coding and address standardization
* The ability to track mobile payments as having come as a result of the service
* The ability to get listed on and maintain a large number of new directories through the service
 
 
 
* Given your company’s current resources, how many online or mobile directories do you believe your company can handle without the help of the "digital storefront" service described previously?
Able to handle    directories without the help of the "digital storefront"
 
 
A “digital storefront,” is a minimum viable website for small business, distributed across a network of 50+ publishers of online and mobile directories. This service would allow your company to update business information in real-time, across all 50+ publishers, through a single point of contact. You would be able to update contact, location, menu, prices, hours, and promotions, and this uploaded business info enables your business to be more “discoverable” through search

Please provide us your thoughts on the pricing of the "digital storefront" service described above.
Annual price ($)
* What price per year do you think is inexpensive enough to be considered a good bargain?
* What price per year do you think is beginning to get expensive but would still consider purchasing it?
* What price per year do you think is too expensive and would not consider purchasing it?
 
 
To what degree are you familiar with each of the following providers of aggregated online directories? If "Other" does not apply, please select "Not familiar with".
Familiar with and currently use Familiar with and have used in the past Familiar with and have not used Not familiar with
* Yext Power List
* Universal Business Listing
* Localeze
* InfoGroup
* YP.com / AT&T Ad Solutions
* BrightLocal Directory Runner
* ReachLocal
* Single Platform
* Other
 
 
 
* Please list the "Other" company you indicated you were familiar with in the previous question.
   
 
 
 
* Please provide commentary on the pros of each service that you have used / are using. If you were not familiar with any of the services, please enter "N/A"
   
 
 
 
* Please provide commentary on the cons of each service that you have used / are using. If you were not familiar with any of the services, please enter "N/A"
   
 
 
To what extent would you agree with the following statements? Please indicate 1-7 where 1 = “strongly disagree” and 7 = “strongly Agree”
1 (strongly disagree) 2 3 4 5 6 7 (strongly agree)
* Being able to continuously update all the online / mobile directories on a regular basis is important to my business
* Single Platform provides access to most of the directories I’m interested in
* Single Platform saves me money
* Single Platform saves me time
* The amount of time I save by using Single Platform is worth the cost of the service
* Single Platform is equally valuable in the second year of subscription as the first year of subscription
 
 
How influential was each of the following reasons in your decision to no longer use Single Platform’s services? Please answer 1 to 7 where 1 = “not at all a factor” and where 7 = “very much a factor”
1 (not at all a factor) 2 3 4 5 6 7 (very much a factor)
* Single Platform does not have the ability to add photos and video to updates
* Single Platform does not connect to GPS devices and 411 directories
* Single Platform does not monitor the effectiveness of the search or local advertising campaign
* Single Platform does not optimize listings with geo coding and address standardization
* Single Platform does not track mobile payments as having come as a result of the service
* Single Platform does not have the largest list of directories in its reach
* Single Platform did not positively impact my business
* Single Platform does not save me time
* I didn’t think Single Platform was worth the money
* Single Platform is only useful in the first year
 
 
How likely are you to renew Single Platform’s services next year? Please answer 1 to 7 where 1 = “not at all likely” and where 7 = “very likely”
1 (not at all likely) 2 3 4 5 6 7 (very likely)
* Likeliness to renew Single Platform's services next year
 
 
In your thinking behind potentially not renewing with Single Platform, how influential is each of the following reasons? Please answer 1 to 7 where 1 = “not at all a factor” and where 7 = “very much a factor”
1 (not at all a factor) 2 3 4 5 6 7 (very much a factor)
* Single Platform does not have the ability to add photos and video to updates
* Single Platform does not connect to GPS devices and 411 directories
* Single Platform does not monitor the effectiveness of the search or local advertising campaign
* Single Platform does not optimize listings with geo coding and address standardization
* Single Platform does not track mobile payments as having come as a result of the service
* Single Platform does not have the largest list of directories in its reach
* Single Platform did not positively impact my business
* Single Platform does not save me time
* I didn’t think Single Platform was worth the money
* Single Platform is only useful in the first year
 
 
In your thinking behind potentially renewing Single Platform’s services how influential is each of the following reasons? Please answer 1 to 7 where 1 = “not at all a factor” and where 7 = “very much a factor”
1 (not at all a factor) 2 3 4 5 6 7 (very much a factor)
* Single Platform’s services are useful beyond the first year
* I see measurable results
* Single Platform has the largest number of partner directories
* Single Platform saves me time
* Single Platform is worth the money
* I can update information in real time with Single Platform
* It’s easier to use than other services
 
 
 
* If you have previously used Single Platform or are considering not renewing, please tell us what would make you change your mind and get you to renew?
   
 
 
In order for us to process your honorarium, we need you to provide your information. Again, we respect your privacy and this information will be used only in processing payment or following up with you regarding this research.
* First Name : 
* Last Name : 
* Address 1 : 
   Address 2 : 
* City : 
* State : 
* Zip : 
 
 
 
* For the purpose of ensuring you receive the correct honorarium amount, please enter the EMAIL you provided IN THE SCREENER SURVEY.
   
 
 
 
* Would you be interested in speaking with us further over the phone for a 15-20 minute conversation, for an additional honorarium of $50?
 
Yes
 
No
 
 
Please provide the phone number where we could reach you for a follow-up conversation. Again, we respect your privacy and will not use your phone number in any way other than to contact you for this study.
* Phone : 
 
 
 
* Please provide us with the times (please specify Eastern, Central, Mountain, or Pacific) that would be most convenient for you.
   
 
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