Understanding attitudes, behaviours, and emotions in a changing business travel landscape

CHALLENGE

Our client needed to understand the needs, drivers, routines, and frustrations of business travellers to inform their new DTC business travel attire and luggage brand, as well as to provide insights into their brand platform, marketing plan and communications.

OUR APPROACH

Having initially settled on travel diaries, follow-arounds, and in-person interviews in the primary market, we quickly adapted to the changing landscape as Covid-19 made travel impossible.

Since real-time travel and in-person research was not possible, we substituted these with recreations of typical business packing, and in-depth remote interviews to understand packing routines, business travel journeys and business attire attitudes.

IMPACT

Our client is now applying our insights and guiding principles as the foundation to build their brand strategy and to design their product range. In phase 2, we will validate product and brand concepts and conduct co-creation activities in additional markets.

We identified four customer profiles to frame the brand space and provide inspiration for product design.