Researching decision-makers in “the upright position”
Optimizing business-class airline seating
An international airline planned to improve the high standard of services offered to their business class clientele by introducing a new type of seat. GIM used a tailor-made research “clinic” to deliver results which helped to increase the number of business class customers, and the levels of satisfaction of the demanding target group.
The challenge
The seating prototype had to be tested against a background of a variety of command variables, as well as any optimization opportunities. The terms of the study were extremely complex: the environment had to, as closely as possible, resemble realistic in-airplane conditions. In addition, the target market was comprised of high-profile, difficult to recruit decision-makers.
The solution
GIM convinced the client to approach the study in a different manner. Instead of a sterile exhibition hall, GIM chose to conduct its research in a large airport. The “seating clinic” was thereby turned into an event. The atmosphere was pleasant which encouraged the participation of the exclusive, demanding target group.
A quantitative survey of engagement and conceivable suggestions for improvement was carried out, under the headings of seating selection, functionality and the comfort levels of the prototype. Typical in-flight situations were simulated, e.g. working, sleeping, eating. The subject was asked for his/her response during the experience. Prior to this, the subject had tested the competition’s models in order to calibrate him/her for the prototype. After the main interview took place, a qualitative, video-documented final discussion was conducted, during which the subject could outline their emotional responses.
In this way, GIM successfully investigated the consumer behavior of 140 CEO’s from across Europe. This ensured that the client received more than enough feedback regarding whether and if so, to what extent, the new seating model fulfilled the target market’s expectations, in terms of seat selection, functionality and comfort.
The success
The client received ample information on which he could base an informed, reliable decision on the development of the new business-class seating. GIM succeeded in raising the number of business-class customers, as well as measuring their demanding target group’s levels of satisfaction with their new in-flight product!