Project Description

“Understand perceptions of what VIP loyalty programs are all about and how to make ideal”

THE CONTEXT OF THE RESEARCH

A European luxury brand asked UniqueView to conduct research so they could understand their, and competitors, VIP loyalty program customers better and understand their perception of what loyalty programs are all about and how the clients beauty focused loyalty program could become ideal for their customers.

OVERVIEW

To meet these objectives UniqueView conducted  an online bulletin board for 16 participants over a week, followed by 6 in-depth phone interviews with selected participants from the bulletin board. 

PHASE 1 – Focus Groups

To help gain deeper insight into the key drivers and experiences of Business Class passengers, UniqueView conducted focus groups in Shanghai. Our recruiters invited eligible, regular airline business class travelers, who had both previously used the airline and others who had not but had used competitor airlines to key destinations covered by our clients airline, to take part in the discussions. Recruitment sources came from a mixture of our own internal databases and networking through travel agents. The moderators explored:

  • respondents spontaneous associations with the airline
  • brand positioning
  • business class expectations
  • preferred airlines brands for business class travel and why
  • explored in detail the various aspects of their experience with business class travel such as catering, entertainment, lounge, seating, etc
  • describe their ‘ideal’ airline
  • explore in-depth the brand image of the clients airline
  • finally, exploring their perceptions of ‘prestige’.

CONCLUSION – Analysis and Reporting

Finally, our researchers synthesized all the information gathered from the group discussions to produce a full and detailed report that that laid out the experiences and motivations of the business class travelers that participated in the groups including recommendations to help our client with the strategic decisions they are likely to face in the near future. UniqueView helped our client understand their customers’, and potential customers, perceptions and expectations towards their airline and their perceptions of what ‘prestige’ means to them.