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Combining NewMR &Traditional Research: The Virgin Blue Success Story Steven Cierpicki, Sector Head, Colmar Brunton
December 2010
How was your flight
?
Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
Combining The Traditional With A NewMR Solution… Brand Health & Ad Tracking • n=6,000 Online tracking of key metrics • Salience, Brand Image, Preference, Advocacy, admiration etc • Advertising effectiveness
Online Research Community • “V Insiders”
• Set-up and preparation July 2009 • N=400 “insiders” initially - grown to over 1000.
Each component compliments the other
Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
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…Ongoing! 2009
Brand & Ad Tracking
Jul
2010 Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Mar
Apr
May
Jun
Monthly data collection & Reporting
Online Research Community
2009 Jul
2010 Aug
Sep
Preparation
Oct
Nov
Dec
Jan
Feb
Live Community & weekly debriefing
Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
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Traditional: Brand & Ad Track Objectives of the Research
Metrics to: - Identify the impact of marketing activity of Virgin Blue and Competitors - Evaluate Virgin Blue advertising effectiveness - Understand the brand impact of key market events
Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
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Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
6
Online Research Community
Private, branded, online space , where 100’s of invited consumers regularly spend time generating ideas, offering advice to us and to one another, sharing experiences and feelings, discussing trends, and helping us figure out marketing and business issues. Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
Community Discussions & Interactions
polls
Upload media for members to view / listen to
activities
online discussions & forums
Steve Cierpicki, Colmar Brunton, Australia
live chats
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
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30 topics covered within V Insiders community within the first 12 months
Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
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V Insiders
Infusing the authentic voice of the consumer into the heart of brand, product and service decision making.
Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
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Outputs are not traditional reports Debrief of Previous Week • short & sharp - findings and recommendations.
Planning of Next Week • events for that week decided based on the learnings from previous weeks, recent market events, recent internal events…or from the ‘bank’ of topics developed quarterly.
Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
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Core benefits of an online community
Knowledge is built quickly Do what you want, when you want True interaction between members Brings stakeholders closer to consumers More value from research investment Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
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TRAVELLERS RESPONDED WELL TO THE NEWS OF THIS NEW ‘LITTLE ADDITION’. THEY COMMENDED VIRGIN BLUE 1. Security concerns – travellers don’t FOR TAKING A STEP INTO THE realise the check in process is no different to current kiosk or online check FUTURE AND BELIEVE THE INDUSTRY WILL FOLLOW SUIT in if baggage are not checked. OR BE LEFT BEHIND.
SUGGESTIONS & FAQ
Communication may be required to address these concerns.“I am astounded that this sort of technology is permissible. Where's the ID verification of the passenger, particularly if there's no checked luggage?” 2. Saving the barcode – the ability for the traveller to continue to use their phone as per normal is important. Currently it is unclear as to how the barcode can be retrieved once the screen is lost. 3. Compatibility with the types of phones. “This will be useful! But will there be an iphone app too?” 4. Checking in multiple people (e.g. a family) – will travellers receive four different barcodes on the one phone?
MATTERS TO ADDRESS MOVING FORWARD “Used it yesterday and today on a Sony Ericsson C903a....between SYD-MEL return. Very easy to use but confused the gate staff and cabin crew just a little bit...seems they are still getting used to it.” “If the little print out is required, is it possible to get the seat number printed up in bold or in larger font...the format is unfamiliar and meant I had to look over the stub a few times to find my seat allocation.” 14
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How do you “entertain” yourself in-‐flight? The biggest incenYve to use IFE are when travelling with children or for 2.5+ hour flight. When considering the value of IFE, travellers take into consideraYon all the disrupYons (PA ‘pauses’, turbulence, take off and landing Yme).
Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
“I did purchase it quite regularly from OOL to SYD only 1hr but I like to see the news. Unfortunately roughly 30% is lost due to signal and 15% due to annoyingly long pa's -‐ always during a bit that I really want to see. I don't buy it quite so much these days for these reasons.”
Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
“If VB had the same system used by Virgin America where certain basic channels were free and you paid for premium content then most people should be happy. Ordering your drinks/ food on the system with Virgin America is also a step up.”
Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
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Passengers want IFE to stay… ....but most of them want it for free. The IFE is perceived as offering a point of difference from a ‘physical’ sense (monitors on back of seats) however not seen as value for money due to these reasons: 1. 2. 3.
Flight duraYon too short along the eastern seaboard PA disrupYons Poor/inconsistent recepYon quality
Idea: Can IFE and F&B be processed as a single transacYon to eliminate the need for business expense claim jusYficaYon?
Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
Hmm the bed looks enYcing but then you menYon only 4 hours why would you want to pay the extra for the big comfy chair that turns into a lay down bed when its only a 4 hour flight? I wouldn't be bothered paying the extra for such a short trip
Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
The Future of NewMR at Virgin Blue
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Beyond Marketing All areas of Virgin Blue can benefit from the community Retail Partner -ships
PR
Service Delivery
Brand
HR / Recruit -ment
Product
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Pacific Blue
Sales
Velocity Blue Holidays
V Australia
Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
Organic integration of insight at the right time to drive effective decision making
Weekly Planning & Debrief Session
Marketer
Community Discussion & Interaction
Customers
Analysis & Interpretation
Market Researcher
Weekly cycle
Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London) 22
Thank you.
Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
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Q & A Steve Cierpicki & Pravin Shekar Steve Cierpicki, Colmar Brunton, Australia
Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:44am to 4:05am (GMT/London)
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