Sources
- The research was conducted on our behalf by Hall & Partners Europe, a highly respected market research company which specialises in brand and communications research
- The research was undertaken in three phases with fieldwork being completed between July and September 2008
Phase 1
- 4 depth interviews
- High frequency business travellers
The first phase consisted of depth interviews with high frequency business travellers, this allowed us to gain an understanding into how business travellers use and view newspapers which are made available to them. We also sought to gain understanding into how their reading patterns may differ from their normal day to day reading patterns.
Phase 2
- Online quantitative survey
- 530 respondents
- 3+ business trips in First or Business Class
The knowledge gained from the first phase was then used to inform our quantitative questionnaire in the 2nd phase. We conducted interviews with 530 high frequency business travellers to statistically test our finding from qualitative research. Using information from BBS 2008 as a guideline, quotas were imposed on the sample to make it nationally representative by age, gender and region for this market segment. Respondents where then recruited from access panels - one of which specialises in interviewing individuals who are member of frequent flyer programmes.
Phase 3
- 5 filmed depth interviews
The third phase of the project ran concurrently with the second phase. For the third phase of the project we conducted recorded depth interviews, with extracts used in the full presentation of our findings.
For more details, or to view the presentation in its entirety please contact Marius Cloete marius.cloete@standard.co.uk
