Primary Market Research & Analysis
Case study demonstrating how we use surveying, focus groups, and one-on-one interviews to evaluate online performance.
A major UK transport operator.
Our client asked us to conduct pre-launch research of their new in-travel multimedia service.
Many competitors already offer WiFi and power-socket provision across their fleet, but the client wished to be the first to allow passengers access to a variety of TV and film media, as well as more traditional web, email and social media access.
Our client was therefore particularly interested in assessing the possible brand sentiment outcome for such an offering.
To create a full qualitative assessment of consumer responses to the new service, we ran a series of three focus groups across different consumer segments, giving each group a live demonstration of the service. This allowed us to track real-time responses to each of the features on offer. We were also able to use interviews and discussions after the live demonstration to focus more closely on the wider travel needs of our group participants, and the place of the new system within them.
We conducted a rigorous online survey with a sample size large enough to allow us to split the analysis into four segments, with each sub-group tested on different price points. This survey questioned respondents both on the specifics of the service and their own pre-existing media usage habits during travel, whilst also collating a variety of demographic and brand perception data that helped place the service in its context.
Our research revealed that not only was the service a commercial opportunity, but also that it was likely to create positive feelings around the client’s brand.
Our respondents and focus group members all felt that the service reflected well upon the brand – but expected a similar type of offering to be the industry standard within the next few years. They felt that the first brand to offer such a service would likely benefit from it the most in terms of brand equity and “ownership” of the technology in the eyes of consumers.
While the overall majority of respondents were willing to pay to access media during their journeys, this willingness was greater in the younger age groups. Moreover, many participants suggested that the service could be used as a method of real-time customer service provision. This information allowed us to advise the client on an appropriate pricing and delivery approach for the new service.