Doing more with less: Crossing the boundaries of qualitative research to increase business impact (by InSites Consulting and AirFrance KLM), presented at the ESOMAR Qualitative Congress in Amsterdam (NL) on November 7, 2012.

2. CASE:
My Transfer for
Air France and KLM

3. OBJECTIVE:
Gain insight and develop new concepts
to optimize transfer services

4. 3 phases
1. Insightment
2. Ideation & concept development
3. Quantitative emotional validation

5. Phase 1: Insightment
Finding new consumer insights
How?
• Multimedia ethnography: 39 frequent flyers report
‘live’ their transfer experience on a personal blog
• Online research community: Discussing and shaping
meaningful observations of the blogging stage
Result?
• 400 observations in text and pictures
• 68 insights combined in 10 platforms

6. Phase 2: Ideation & concept development
Idea generation and concept development
How?
• Ideation tool: 46 frequent flyers generate ideas
based on the 10 insight platforms
• Online research community:
Discussing trends and improving ideas
Result?
• 450 ideas and comments combined
in 32 new transfer concepts

7. Phase 3: Quantitative emotional validation
Selecting the best concept
How?
• Idea screener:
1269 Flying Blue members judge 4 selected
concepts on traditional marketing and emotional
KPIs
Result?
• Feedback to re-write the 4 concepts
and develop the final proposition

8. Doing more with less:
It’s time to cross the boundaries
of qualitative research

9. Doing more with less
Crossing the boundary of time Crossing the boundary of methods Crossing the boundary of professions

15. Summary &
Business impact

16. Summary
Do more with less to increase the business impact of research
Cross the boundary of time
• Build on what you already know
• Longitudinal nature of research communities generates better results, faster
Crossing the boundary of methods
• Analyse qualitative data with a quantitative mind-set
• Take advantage of (new) ways of measuring emotions implicitly
Crossing the boundary of professions
• Use best practices of related disciplines like advertisement or journalism as researchers
• Welcome consumers as co-innovators and co-researchers

17. Business impact
Mobile transfer In-flight transfer Agent of the future
application video

19. Doing more with less
Crossing the boundary of time Crossing the boundary of methods Crossing the boundary of professions