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Presented at the Smartees Seminar on Research Communities InSites Consulting | Rotterdam, 12.06.2012 Improving the flight experience Understanding & listening to frequent flyers Senior Research Innovator @ InSites Consulting Thomas Troch

Improving the flight experience: Understanding and listening to frequent flyers (by InSites Consulting for AirFrance KLM)

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  1. 1. Improving theflight experienceUnderstanding & listening to frequent flyersThomas Troch Senior Research Innovator @ InSites Consulting Presented at the Smartees Seminar on Research Communities InSites Consulting | Rotterdam, 12.06.2012
  2. 2. Senior Research Innovator 2011-currentInSites ConsultingResearch Consultant 2010-2011InSites ConsultingMaster in Product Development 2005-2010Artesis University College of [email protected]@thomastrochNice to meet you
  3. 3. Imagine
  4. 4. For complex situations involving multiple stakeholders, keycustomers can help youto make the difference.
  5. 5. Phase 1 InsightmentObservation leads to insight discovery
  6. 6. Phase 2 Ideation &Concept Development InsightmentDiscussions placing insights in perspectiveIdea generation by frequent travellers
  7. 7. Phase 3 Ideation &Concept DevelopmentValidation InsightmentQuantitative and emotional validation of 4 selectedconcepts
  8. 8. Phase 1 InsightmentObservation leads to insight discovery
  9. 9. Connecting the dots
  10. 10. Ideation by Air France and KLM
  11. 11. Phase 2 Ideation &Concept Development InsightmentDiscussions placing insights in perspectiveIdea generation by frequent travellers
  12. 12. Understanding customer expectationsWOW actual experience UGH expectedexperience
  13. 13. Phase 3 Ideation &Concept DevelopmentValidation InsightmentQuantitative and emotional validation of 4 selectedconcepts
  14. 14. Concept casino
  15. 15. Concept re-writing
  16. 16. To concludeInvolving consumers connects multiple stakeholdersand demystifies the front end of innovation.Key customers are an important partner in crimein reaching competitive advantage.Its not about delivering slides,its about making research actionable.
  17. 17. Thanks!+32 494 867 [email protected]@thomastrochhttp://be.linkedin.com/in/thomastroch Contact