Peersuasion is working with Virgin Atlantic Airways to build a powerful peer-based panel to conduct an ongoing online survey of passengers.
The “Flying Club Confidential” word-of-mouth panel uses frequent flyers and their friends to tap into a powerful user group to gather consumer insights. The panel is fast, flexible and allows Virgin Atlantic to gather data about current and prospective passengers that extended beyond the offline focus group and other traditional survey techniques.
The online panel gives Virgin Atlantic the opportunity to interact with a difficult to reach audience (frequent trans-Atlantic travelers) and build mind share by targeting the right context at the right time.
The ongoing, dynamic survey allows for a range of benefits:
- Users self select via initial questionnaire
- Survey builds database of core customer insights
- The panel can quickly asses specific marketing and new service initiatives
- The online panel generates sales through frequent one-to-one communication with core customer group
- The panel creates an ongoing system to measure, benchmark and forecast
- User input is integrated with marketing database
- New features are offered to panel respondents via “sneak peek” emails
To date the results have been impressive, with over 90% of initial invitees participating in the survey. Results can be viewed in real-time in an online admin console, and our strategy group provides quarterly review and recommendations based on survey findings.
