ESOMAR Qualitative 2012: MROC case with Air France / KLM

CASE:My Transfer for Air France and KLM

OBJECTIVE:Gain insight and develop new concepts to optimize transfer services

1. Insightment

2. Ideation & concept development

3. Quantitative validation

3 phases

Finding new consumer insights

How?

•Multimedia ethnography: 39 frequent flyers report ‘live’ their transfer experience on a personal blog•Online research community: Discussing and shaping meaningful observations of the blogging stage

Result?

•400 observations in text and pictures•68 insights combined in 10 platforms

Phase 1: Insightment

Idea generation and concept development

How?

•Ideation tool: 46 frequent flyers generate ideas based on the 10 insight platforms•Online research community: Discussing trends and improving ideas

Result?

•450 ideas and comments combined in 32 new transfer concepts

Phase 2: Ideation & concept development

Selecting the best concept

How?

•Idea screener:1269 Flying Blue members judge 4 selected concepts on traditional marketing and emotional KPIs

Result?

•Feedback to re-write the 4 concepts and develop the final proposition

Phase 3: Quantitative validation

Doing more with less:It’s time to cross the boundaries of qualitative research

Doing more with less

Crossing the boundary of time Crossing the boundary of methods Crossing the boundary of professions

Summary &Business impact

Do more with less to increase the business impact of research

Cross the boundary of time•Build on what you already know•Longitudinal nature of research communities generates better results, faster

Crossing the boundary of methods•Analyse qualitative data with a quantitative mind-set•Take advantage of (new) ways of measuring emotions implicitly

Crossing the boundary of professions•Use best practices of related disciplines like advertisement or journalism as researchers•Welcome consumers as co-innovators and co-researchers

Summary

Mobile transfer application

In-flight transfer video

Agent of the future

Business impact

Doing more with less

Crossing the boundary of time Crossing the boundary of methods Crossing the boundary of professions