Older Americans and the Dreamliner A CASE STUDY Qualitative Research Privileged and Confidential November 2012 Doyle Research Associates a Chicagobased qualitative research firm wanted to see how lifestage impacts perception of a timely topic in the public arena Given the continued relian ID: 330378
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Fear of Flying?Older Americans and the DreamlinerA CASE STUDY
Qualitative ResearchPrivileged and ConfidentialNovember 2012Slide2
Doyle Research Associates, a Chicago-based qualitative research firm, wanted to see how lifestage impacts perception of a timely topic in the public arena. Given the continued reliance on commercial airlines, we chose air travel via United’s new 787 Dreamliner.To facilitate this study, Doyle Research used our QuickQualSM method (powered by GutCheck
®). With these tools, participants were recruited instantly from a consumer panel that employed demographic screens and custom questions. Recruiting took only two minutes, as opposed to the standard two weeks. The entire study took less than one week to complete.Objective and Method
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Participant Segments3
All: 6 chat-based interviews per segment, 18 total Household income $50K+ Has flown at least once within the last 2 years
Seasoned Boomers
55-62
Rising Boomers 45-49
Seniors 65+ Slide4
Each 30-minute chat had the following flow:
Consumers were asked how they feel about air travel.They viewed a one-minute video that we created from publically-available stills of the Dreamliner’s interior/exterior, and then answered related questions.We segued into a more nuanced and personal exploratory conversation that focused on how Boomers and Seniors view airplane travel, how
their opinions about flying have changed as they have aged, and aging itself.
Show and Tell
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To view the unlisted stimulus video of the 787 Dreamliner on YouTube, please follow this link*:
http
://www.youtube.com/watch?v=1LXKF7UlOzg&feature=youtu.be
*
Hyperlink is active in Presentation
ModeSlide5
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“I like being in the air and looking at the sky and down below. I like being able to turn everything off for those couple of hours you’re in a plane.”
Finding: For every segment, air travel is all about the creature comforts. Flyers want to be comfortable; they want friendly, responsive service, expanded/better entertainment options, and they want to be fed! Across all segments, participants love the feeling of freedom, escaping, and the views from 30,000+ feet. Flying is seen as less enjoyable than it once was, but this change is mostly the result of security-related inconveniences—of being nickel-and-dimed for basic services—and not due to aging specifically.
Implication
:
Flying is a powerful sensation.
I
mages of freedom, getting away and escaping the grind of everyday life can be successfully leveraged in marketing and communications among Boomers and Seniors alike.
Up, Up and Away
“While I still fly, it is not with the gusto I once experienced. Paying for more leg room, upgrades and luggage is a downer.”Slide6
Finding: Many participants have positive reactions about getting older. Whereas some report more anxiety, others find themselves less concerned about the small stuff. Both Boomers and Seniors report increased self-confidence, greater wisdom, and a more positive outlook. Although some Seniors exhibit more concern about health and financial security than Boomers, others enjoy having more time to enjoy the fruits of their labors.
Implication: Both Boomers and Seniors—particularly those with the resources to do so—have both the time and inclination to travel.In This Day and Age
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“Getting old doesn’t mean feeling old. We are vibrant, intelligent, and ‘with it’ mentally. I think life is better because we have less ambitions and anxiety.”Slide7
Finding: Feedback about the Dreamliner was positive, and mostly focused on the wide aisles and overall roomier appearance of the cabin. First Class was noticeably different from current airplane configurations, while Economy looked similar to current configurations, though more spacious. TVs were infrequently mentioned. Consumers’ main concern was that flights on the Dreamliner would be considerably more expensive than what they are accustomed to paying.
Implication: In marketing efforts, emphasize the roominess and increased legroom of Economy and First Class through visuals and graphical comparisons to the configurations of leading competitors. Given that consumers are looking for more entertainment options, the
Dreamliner’s TV consoles should also be promoted.
Dream On
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“The blue was soothing, it reminded me of a hotel!”Slide8
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Alice Morgan
(312) 863-7615amorgan@doyleresearch.com
Jo-Ann Ryan
(
312) 863-
7614
jryan@doyleresearch.com
Doyle Research Associates, Inc.
400 N. Michigan Ave, Suite 1016
Chicago, IL
60611
Questions?