Yahoo! Inc. - Vision Critical Client Story

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• published: 07 Aug 2012
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View more Customer Stories: http://ow.ly/tPtLL Learn how to get customer insight like Yahoo Inc.-- Download our white paper: http://ow.ly/tPugo Yahoo! Inc. is one of the top 5 most visited sites on the web and continues to produce and curate fresh and exciting content in an astonishing number of interest areas. Headquartered in Sunnyvale, CA and founded in 1994 Yahoo! Inc. has 12,000 employees and serves more than half a billion consumers every month in more than 30 languages. "Nowadays the most important thing is to really know who your consumers are, what they value, what matters to them, and what they're looking for in the future" says David Iudica - Director, Strategic Insights and Research at Yahoo! Inc. With their Vision Critical® Insight Community 'Yahoo! Yodelers', Yahoo! Inc. is able to regularly tap into the thoughts and opinions of 15,000 of their consumers in order to make better, more informed decisions. Watch this video on the Vision Critical site: http://www.visioncritical.com/client-stories/yahoo-inc Featuring David Iudia -- director of strategic insights & research, yahoo! Inc. More Client Stories Discovery Communications -- Vision Critical Client Story http://www.youtube.com/watch?v=saiVtjuRL68&list;=PLYYNHEw-dxZ4QFMUeUIrci6b7VN2giHaG&index;=1 Molson Coors - Vision Critical Client Story http://www.youtube.com/watch?v=5QnoyelHKoM Follow Vision Critical Facebook: https://www.facebook.com/visioncritical Twitter: https://twitter.com/visioncritical Full Video Transcription: My name is David Iudica, I'm the director, strategic research and insights at Yahoo!, Inc. We provide really unique and personalized content to users worldwide. Yahoo! Inc. Headquarters: Sunnyvale, CA 12,000 Employees More than half a billion consumers every month in more than 30 languages I've been working with community panels, and specifically with Vision Critical for the better part of 7 years now. The yahoo yodelers is a panel of about 15,000 folks, we communicate with them once a week. The main purpose of the panel is to provide it as an added value tool for some of our key advertising partners. The Challenge: Some of the challenges that exist out there in the market place today is differentiation. It's a very crowded space and what we want to do is set ourselves aside and apart from the competitions, and I think this tool really helps us to do that. The Solution: Nowadays the most important thing is to really know who your consumers are, what they value, what matters to them, and what they're looking for in the future And the way we bring it to clients is really, here's a blank slate right, here's 15,000 people who are more than happy to communicate with you and help you deliver on your business objectives. We've done some creative testing, we've done online focus groups, we've done mobile video chats. The key when building a community is engagement. They need to understand what you're doing with this information and why it matters to you. We've actually had some of our editors' talk to some of our findings on shows like the Today Show. The wall street journal published an article covering off on some of the stats that we discovered through the yodelers, so being able to share that back with them is really impressive. The Results: I enjoy being at the cutting edge of that research. It's not just an online survey it's an experience, it's a real methodology, it's a rich and robust methodology that you can really dig into and get some serious answers. I've been perpetually surprised with how open people are with sharing their opinions. They really dig in and they really start talking to you about things you never would have thought. We can run some qual, do some ideation with our users and then we can actually test those ideas through a larger scale quant sample. So it really gives us the best of both worlds. Why Vision Critical? Overall the partnership with Vision Critical, with the people at Vision Critical is to me what to me sets it aside. We use a full service team here. We work with a couple of really really excellent and bright researchers and the value that we get from them is just its limitless. We really are able to tap into them to share with us their expertise, share with us new experiences, different things, different methodologies things that are coming up and again tapping into those methodologies and keeping us really fresh and unique. It's a level of comfort that especially when I'm dealing with not just our internal clients, but with external clients it becomes all the more important for us. It's been tremendously successful.