Alice Martin

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