The challenge
An Asia-based airline approached us with a forward-looking objective: to define the ideal in-flight experience for premium travellers of the future and understand how emerging technologies could help them achieve it. The client wanted to move beyond conventional research to explore the latent needs and pain points of their most discerning customers.
What we did
We designed an exploratory qualitative study that utilised a range of innovative methodologies to immerse ourselves in the lives of these travellers. This included expert interviews with industry leaders, in-home ethnographies to observe their daily habits, and a unique "holiday scout" approach where participants documented their travel experiences in real-time.
The impact of the research
We identified five key customer values, which served as a strategic framework for the client's innovation pipeline. We used this framework to test new service and technology concepts, providing robust pre-launch validation. This gave the airline a clear roadmap to prioritise innovations, ensuring each one delivered on their promise of a superior premium experience.
