Over-The-Shoulder and Buying-Trigger Pictographs About Airlines

For those of you who read my previous two blog entries you know that I will be doing some research on the airline industry. To start, I will be developing some “Over-the-Shoulder” and “Buying Trigger” pictographs to answer the question, what goes through someone’s mind when they have to or choose to book a flight?

In an early blog entry on why use pictographs, I noted that they allow people to understand a purchasing or usage situation without getting bogged down with details. In fact, the person tends to put himself or herself into the situation being depicted.

Recall that we are trying to understand what is going on when one thinks about booking a flight. This means that the respondents should see themselves in the situation. For example, they may show a person looking at a Web site or reviewing an ad. Consequently, over-the-shoulder shots will be used. Respondents tend to start saying “I feel, I think, or I believe” when viewing over-the-shoulder shots.

Uncovering Attitudes Related to the Airlines

Well, the time as come to determine the goal of this pictographic research. As I mentioned, I want to know the underlying attitudes about the flying experience and the reasons people make the choices they do. These will include the decision to fly, their pet peeves, and the reasons that they choose one airline over another. I will start by constructing a series of pictographs that show the flying experience. At first, emphasis will be placed on reasons related to flying, perceived alternatives, and attitudes toward various airlines. Send comments via e-mail AllegianceResearch@gmail.com