Cara is an Associate Director at SKIM, specializing in the Travel Industry, where she helps brands navigate complex consumer decisions and turn insight into impact. With more than a decade at various research agencies, research is in her veins. She is well-versed in both quantitative and qualitative methodologies, and is especially passionate about foundational consumer research, which she sees as the bedrock of strong business and brand strategy. You may have last seen Cara on stage at ESOMAR Congress 2025.
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
