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.