Greenbook presents:

Alice Martin

Foresight & Segmentation Manager

Air France KLM

Experienced Foresight Manager at Air France-KLM, responsible for strategic long-term research

Sessions

Jun 24

11:45 AM - 12:05 PM GMT+2

Blue Stage

Customer Journey

Decision-Making

Quantitative Research

A Research Blueprint for Complex Multi-Step Digital Journeys

From Rigor to Relevance: We recreated the online flight booking journey to capture decision-making as it unfolded, moment by moment, choice by choice. Going beyond traditional research, this rigorous approach revealed the true drivers of choice, helping Air France-KLM design product offers that better match market demand and unlock revenue growth.
Key Takeaways:
1. Stay close to the decision journey to understand what is truly valued
2. Balancing the 3 Rs: Realism, Rigor and Respondent (Fatigue)
3. For Relevance: Customize to industry decision dynamics and business goals

Also speaking

Cara Wee

Associate Director, Travel Lead, SKIM

Speaker

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