Curtin University – Airline Perceptions

Understanding the effects of status demotion of Australians who have joined airline or hotel loyalty programs

Challenge

Curtin University was keen on understanding the effects of status demotion of Australians who have joined airline or hotel loyalty programs – to achieve this, they used GrowthOps’ in-house panel to speak to an audience of 220 Australians, all of whom consist of a fair representation of both demoted and non demoted loyalty program users.

Idea

The target audience was presented a 10-minute long survey consisting of detailed questions that helped Curtin University understand consumer perceptions about hotel / airline loyalty programs in general. In the survey, the target audience was presented with a range of scenarios that loyalty programs potentially pose to their users, and was asked to express how they felt towards these scenarios i.e. annoyed, angry, frustrated, etc. They were then asked to rate their likelihood of the audience thinking a certain way i.e. if they feel like they’ve been betrayed by the airline, whether they want to punish the airline, if they want to completely cut off all relationships with the airline, etc.

Outcome

GrowthOps was able to deliver the target audience to Curtin University’s survey within 7 days and allowed them draw meaningful insights from their research piece. With access to 100,000 survey panelists, the GrowthOps’ panel stands as one of the largest and the oldest in Australia, partnering with only the best panel partners to ensure clients receive the highest quality survey responses to ensuredata reliability, so clients can confidently use their research data to drive growth.