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Why Yellow Pages Suck

October 22, 2008

I came across a very interesting post by Brownbook about the results of a Kelsey Group (THE Yellow Pages industry consultants) study where they compared the feedback from industry execs and actual users of local search websites.

Factors rated as important by industry execs
#1 Ability to get additional info on businesses
#2 Access to useful maps and directions
#3 Depth of information provided
#4 Relevance of advertising
#5 Availability of additional information

Factors rated as important by a user panel
#1 Ease of starting search
#2 Ease of navigating site
#3 Accuracy of results
#4 Overall layout/organization
#5 Ability to refine search
*** none of the above even featured in the industry list ***

There is a complete disconnect between what users want, and what the yellow pages industry wants to provide them!

I’ve always built Zenbu with a focus on users and a bloated pre-internet industry which, by necessity, is driven by advertiser demand will not be able to compete longterm in this new paradigm.

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