Understanding airline loyalty through the words of consumers
Analysing viewers’ conversations to inform future marketing initiatives for the UK’s longest running commercial network.
Understanding needs
The client’s existing brand tracker data had gone some way to help understand consumer loyalty for a European Airline Loyalty Club but 50,000+ rich open end data was being left unanalysed. STRAT7 were able to untap the potential of this unstructured data.
Connecting data
By leveraging 50,000+ open ends from a client’s previous brand tracker and using our AI Toolkit to tag topic areas to each new survey wave over time, this enabled the client to monitor topic sizes (by subgroup) and language shifts.
Driving change
This automated process to tag and size these topic areas each wave, saves 100s hours of manual effort for the client.
These insightful topic areas (using consumer language) play a key part in understanding motivations and improvements for the European Airline Loyalty Club.