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ESOMAR Qualitative 2012: MROC case with Air France / KLM

Slideshow about ESOMAR Qualitative 2012: MROC case with Air France / KLM by Tom De Ruyck

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ESOMAR Qualitative 2012: MROC case with Air France / KLM

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  1. CASE: My Transfer for Air France and KLM

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

  3. 3 phases Insightment Ideation & concept development Quantitative validation

  4. Phase 1: Insightment • 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

  5. Phase 2: Ideation & concept development • 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

  6. Phase 3: Quantitative validation • 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

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

  8. Doing more with less Crossing the boundary of time Crossing the boundary of methods Crossing the boundary of professions

  9. Summary & Business impact

  10. Summary • 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

  11. Business impact Mobile transfer application In-flight transfer video Agent of the future

  12. Doing more with less Crossing the boundary of time Crossing the boundary of methods Crossing the boundary of professions

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