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A research method presentation to understand behaviors of travelling and saving for travel.
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PLANNING FORTRAVEL
A SYNOPSIS OF LISTENING LABS / INTERVIEWS CONDUCTED BY
ALEX TODARO & TYLER DAVIDSON
RESEARCH METHODS SVA MFA IxD
DECEMBER 2012
Friday, February 15, 13
WE WANTED
TO LEARN ABOUT
PEOPLES PROCESSES
WHEN PLANNING FOR A TRIP
Friday, February 15, 13
WE WANTED
TO LEARN ABOUT
PEOPLES PROCESSES
WHEN PLANNING FOR A TRIP
DO THEY SAVE?
Friday, February 15, 13
WE WANTED
TO LEARN ABOUT
PEOPLES PROCESSES
WHEN PLANNING FOR A TRIP
DO THEY SAVE?
WHERE DO THEY BOOK?
Friday, February 15, 13
WE WANTED
TO LEARN ABOUT
PEOPLES PROCESSES
WHEN PLANNING FOR A TRIP
DO THEY SAVE?
WHERE DO THEY BOOK?
DO THEY PREFER A SERVICE?
Friday, February 15, 13
BASICALLY
Friday, February 15, 13
WHAT ARE THE UNMET NEEDS?
BASICALLY
Friday, February 15, 13
INFORM DESIGNS DECISIONS FOR OUR STRATEGY STARTUP
Combination of Listening Labs / Interviews
Six Total Participants
Conducted in Local Starbucks
GOAL:
Friday, February 15, 13
- MOST PARTICIPANTS EXPRESSED STRONG BRAND LOYALTY TO SPECIFIC AIRLINES
- ALL BUT ONE USER WAS ACTIVELY ENGAGED IN FREQUENT FLIER PROGRAMS
- ALL TRAVELERS HAD CONSISTENT TRIPS THEY WERE TAKING ANNUALLY
- ALL PARTICIPANTS USED AT LEAST 3 ONLINE SERVICES TO PLAN A TRIP
- OUR RESPONDENTS TOOK AN AVERAGE OF 5 TRIPS A YEAR
- NO CONSISTENT MEANS OR PROCESS FOR SAVING
KEY INSIGHTS:
Friday, February 15, 13
THE METHOD:
IN THE FIELD IN CAN BE DIFFICULT TO TAKE A
PRODUCT SPECIFIC APPROACH.
IT WAS HELPFUL TO INSPIRE THE USER IN THEIR
ACTIONS. I.E. TELL US ABOUT YOUR DREAM TRIP.
HOW DOES ONE ANALYZE A SERVICE DEALING WITH
LONG-TERM BEHAVIORAL PROCESSES
WHAT DO YOU DO WHEN YOUR RESEARCH
REQUIRES PEOPLE TO SHOW SENSITIVE
INFORMATION?
Friday, February 15, 13
Friday, February 15, 13
THANKS
Friday, February 15, 13
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