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Ask for Insight, And You'll Receive It
By: Dwayne W. Waite Jr.
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Insight is important in order to get to the right conclusion, to make the right decision, and to build upon your foundation of information. Sometimes it is not as apparent as you'd like it to be.

But that doesn't mean one should stop digging.

Not too long ago, we wrote a post called "When Research Goes Wrong," a post that highlighted a research study about local search and the tools online consumers use to reach their shopping satisfaction.

It looked a little murky to us, and in the post we pointed out why. Perhaps it's the folly of being a Millennial and assuming that anything that dealt with the Yellow Pages was dead.

Turns out that our thinking needed to be adjusted.

The author of the article we mentioned contacted us and gave us a thorough background of the study. It was done by Burke, an independent research company, and it conducted the research over a lengthy amount of time and made sure that the sample resembled the U.S. population; 80% of respondents had Internet, and 20% did not.

Based on the options the survey presented, which were plenty, it is hard to determine a selection bias. And that's a good thing. Also, the post wasn't sponsored; we noticed the "Local Search sponsored by Universal Business Listing," but that was actually a cleverly placed Google Ad.

It got us.

The point? The point is that studies like these are obviously needed, because our understanding of local search — being encapsulated by AdLand and techies — was that Google and content marketing were already ruling supreme. That is not the case. Adding services like Internet Yellow Pages and other online directory listings can definitely boost the search value of your brand.

We stand corrected.

Thank you Natalie of LSA for the enlightenment.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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