Q&A Session, Social change today.
The 3 takeaways of the presentation are:- Understand LGBTQ+ travellers: to what extent and in what ways does being LGBTQ+ impact travel behaviour and travel needs? - Gain practical solutions: how can Booking.com (and you) better support LGBTQ+ travellers at all stages of their customer journey?- Be an LGBTQ+ ally: what are the considerations for brands when communicating LGBTQ+ allyship externally?
Reading articles about market research and listening to what research buyers tell us they need, there continues to be a hunger for research to: 1. Capture authentic emotion 2. Deliver actionable diagnostic insight 3. Inspire the confidence to act with robust findings. MM-Eye has created a hybrid qual-quant research technique that does all 3: 1. Collecting emotionally rich qual data at scale 2. Converting it into quant data 3. Using a next-gen AI-powered text analytic approach we have custom designed for market research. It is called ThoughtScape and we would like to share our approach and the learnings we have gained along the way. ThoughtScape is theoretically robust, being grounded in the latest neuroscience understanding of how the brain works. It is also backed up by a decade of use, having been the core of the global brand research we undertake for Jaguar Land Rover. And to illustrate the unique insight ThoughtScape delivers we've conducted a demonstration study. The topic we have chosen is airline brands and the study directly contrasts two matched samples; one using traditional survey approaches, the other including ThoughtScape. And we'd like to share these results to demonstrate the proof of concept.
A country impacted by armed conflict for more than 50 years needs a constant fuel on its international brand campaign to surpass the negative perception of those who have not visited the country and build strong reasons to vanish misconceptions.
Walk the talk! How Air France KLM CMI provides inspiration and support, rather than only tools and methodologies. More and more large organizations turn to customer experience as a main strategic focus, especially within service industries in general and the airline industry specifically, in which customer satisfaction is of the utmost importance. It has become clear that it takes more than just collecting customer data to be the gold medalist in customer experience. The challenge is to transform the collected data into valuable insights that are actionable as well as inspiring.
SkyTeam, one of the largest international airline alliances, launched a pilot customer centricity project for their key product - SkyPriority. The pilot project used an innovative approach designed to evoke a feeling of customer centricity through research. Following the pilot implementation, we looked back and found a positive impact on high value customers and SkyPriority managers. Customers felt they could better collaborate with SkyTeam, and more importantly, they felt more valued as customers when compared to people who did not take part in the program. Airline managers also had a positive perception of the project and reported improved implementation of the SkyPriority product.
Our client, InterContinental Hotels Group (IHG), wanted to increase consideration for stays, as well as web site bookings, for their Holiday Inn brand through an online ad campaign. TNS used a proprietary research survey tool, ConversionModel, to reach the right consumers open to Holiday Inn Hotels, and then scaled that audience using cookies to find millions of similar US online consumers. Using TNS digital segment targeting, this approach delivered a 38% increase in Holiday Inn brand consideration, and a 514% booking increase for those exposed to the ad campaign, vs. an identical control group.
The task: Evaluate hospitality, cleanliness, safety, and announcements of Deutsche Bahn, Germanys national rail. The answer: This study was not conducted in a clinical facility where experiences and expectations were explored retrospectively to evaluate the gap between real experience and ideal experience'. This study went a step further: Deutsche Bahn provided a train where onsite scenario groups were conducted. During these groups, a train attendant acted as stimulus for hospitality. Safety was evaluated by bringing respondents into an uncomfortable situation: hooligans interrupted discussions and made the moderator leave to get help. These and other scenarios provided an authentic, emotional feedback and helped Deutsche Bahn understand the needs of their clients with more depth.
Air France KLM and TNS will present the road taken to meet the high standards of modernity. Asking general satisfaction questions is no longer enough. After decades of satisfaction surveys, Air France KLM has finally turned a new page. Innovative thinking is influenced by three forces: the strategic call for the one number you need to know, the growing need for more details, and a relaxing evaluation process experienced by the customer. Moreover, Air France KLM is embracing customer-centric thinking: the customer is more and more in control. As a demonstration of this new approach, Air France KLM will present its innovative mystery-shopping programme where experienced customers are invited to join the quality observer programme. This enables loyal consumers to evaluate the services WITHIN the customer journey.
Emotion drives consumer behaviour and lies at the heart of consumers' brand decisions. This is a case study of a successfully executed research study on human and brand related emotions in a worldwide renowned museum. The Van Gogh Museum and TNS have taken visitor research to the next level and took a deep-dive into the emotions and social values that drive the museum experience. The study has also delivered the required input to help make important strategic decisions for audience centricity in a mandate-driven organisation.