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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
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