Industry overview
What is shaping information services
Data, ratings and information providers need to understand what users actually need, keep their data fresh and size new opportunities accurately.
- Users want timely, verified data in their workflow
- Data collection at scale needs strong quality control
- New products need validation before launch
Client background
A local business directory, working in Malaysia & Indonesia. Client identity is withheld to protect confidentiality.
- Organisation
- A local business directory
- Sector
- Information services
- Team engaged
- Market Research
- Services
- Offline data collection (CATI), Data processing & analytics, Custom business applications
Client challenge
Outdated listings frustrated users. Users increasingly reported closed businesses and wrong phone numbers, and advertisers questioned the platform’s value. Users complained about outdated phone numbers and closed businesses, and advertisers questioned the platform’s value.
Research objectives
- Deliver on the brief: verifying business listings for a local search platform.
- Understand the views, needs and behaviour of listings.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 4 months.
Target audience
The work focused on 80,000 listings.
- listings80,000
Audiences we typically reach in information services
Data users and analystsSubscribers and enterprise buyersData contributorsProspectsPartners
Geographic coverage
Coverage: Malaysia & Indonesia. Markets: Malaysia and Indonesia.
- Malaysia
- Indonesia
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Telephone verification
- 3Field checks
- 4Insight
We verified listings by phone and field visits, updating details and flagging closed businesses. Verification calls were made in Malay, Bahasa Indonesia, Mandarin and English, and field checks were used for businesses that could not be reached. Every update was recorded with the date and method of verification. Field teams visited a sample of businesses to confirm addresses and photos.
Offline data collection (CATI)Data processing & analyticsCustom business applications
Sampling strategy
- listings
- 80,000
- Respondents were selected across Malaysia & Indonesia using quotas set in advance for each location and respondent type, so no single area or group dominated.
- Telephone contacts were dialled from verified lists, with quotas tracked live by the field team.
Data collection
- Trained local-language interviewers conducted interviews in person, supervised in the field.
- Telephone interviews were run from our CATI centre, with calls monitored for quality.
Data quality & validation
- Back-checks on a share of completed interviews
- Time and location checks on field interviews
- Supervisor accompaniment in the field
- Live call monitoring and recording review
- Call-back verification
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Interactive dashboard for ongoing tracking
Key findings
- Listing accuracy improved, and user complaints fell.
- Accuracy checks were scheduled quarterly for popular categories.
Regular verification kept data trustworthy.
Recommendations
- Build on the core insight: regular verification kept data trustworthy.
- Focus effort where the evidence was strongest: listing accuracy improved, and user complaints fell.
Business impact
- Advertiser renewals improved, and the platform introduced ongoing verification for the most-viewed categories.
Deliverables & next steps
- Cleaned data file and data tables
- Interactive dashboard
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: will users pay for a new feature?
Client identity is withheld to protect confidentiality.