doing more with less: crossing the boundaries of qualitative research to increase business impact
TRANSCRIPT
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CASE:
My Transfer for
Air France and KLM
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OBJECTIVE:
Gain insight and develop new concepts
to optimize transfer services
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1. Insightment
2. Ideation & concept development
3. Quantitative emotional validation
3 phases
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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
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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
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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 emotional validation
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Doing more with less:
It’s time to cross the boundaries
of qualitative research
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Doing more with less
Crossing the boundary of time Crossing the boundary of methods Crossing the boundary of professions
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Summary &
Business impact
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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
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Mobile transfer
application
In-flight transfer
video
Agent of the future
Business impact
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Doing more with less
Crossing the boundary of time Crossing the boundary of methods Crossing the boundary of professions
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