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