A research method presentation to understand behaviors of travelling and saving for travel.

1. PLANNING FOR
TRAVEL
A SYNOPSIS OF LISTENING LABS / INTERVIEWS CONDUCTED BY
ALEX TODARO & TYLER DAVIDSON
RESEARCH METHODS SVA MFA IxD
DECEMBER 2012
Friday, February 15, 13

2. WE
WANTED
TO LEARN
ABOUT
PEOPLES
PROCESSES
WHEN
PLANNING
FOR A TRIP
Friday, February 15, 13

3. WE
DO THEY SAVE?
WANTED
TO LEARN
ABOUT
PEOPLES
PROCESSES
WHEN
PLANNING
FOR A TRIP
Friday, February 15, 13

4. WE
DO THEY SAVE?
WANTED
TO LEARN
ABOUT WHERE DO THEY BOOK?
PEOPLES
PROCESSES
WHEN
PLANNING
FOR A TRIP
Friday, February 15, 13

5. WE
DO THEY SAVE?
WANTED
TO LEARN
ABOUT WHERE DO THEY BOOK?
PEOPLES
PROCESSES
DO THEY PREFER A SERVICE?
WHEN
PLANNING
FOR A TRIP
Friday, February 15, 13

6. BASICALLY
Friday, February 15, 13

7. BASICALLY
WHAT ARE THE UNMET NEEDS?
Friday, February 15, 13

8. GOAL:
INFORM DESIGNS
DECISIONS FOR
OUR STRATEGY
STARTUP
Combination of Listening Labs / Interviews
Six Total Participants
Conducted in Local Starbucks
Friday, February 15, 13

9. KEY INSIGHTS:
- 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
Friday, February 15, 13

10. 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

11. Friday, February 15, 13

12. THANKS
Friday, February 15, 13