The challenge
An Asia-based airline partnered with us to address a future-focused goal: defining the ideal in-flight experience for the next generation of premium travelers and understanding how emerging technologies could support that vision. The client aimed to go beyond traditional research approaches to uncover the underlying needs and pain points of its most discerning customers.
What we did
We developed an exploratory qualitative study using a range of innovative research techniques designed to immerse us in the lives of these travelers. This included expert interviews with industry specialists, in-home ethnographies to observe everyday routines, and a distinctive “holiday scout” methodology in which participants captured and shared their travel experiences in real time.
The impact of the research
The research surfaced five core customer values that became a strategic framework for the airline’s innovation pipeline. This framework was used to evaluate new service and technology concepts, delivering robust validation ahead of launch. As a result, the airline gained a clear roadmap for prioritizing innovation, ensuring each initiative supported its promise of an elevated premium experience.
