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 emotional 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 emotional 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