Airport and airline market research is one of our specialty areas at Drive Research. Typical projects include community surveys and intercept surveys. The goals and objectives of the study usually include providing data to guide the next steps with operations and business strategy.
Another important part of airport market research is to understand what drives customers to choose one airport over another and what can be done to influence their decision-making process. These questions can be answered through an airport leakage and market study (which isn’t as gross as it sounds).
The case study below covers these ideas and features the objectives, approach, and results of the project.
Airport surveys are cost-effective, measurable, and quickly deliver high-quality results from respondents. Combined these benefits offer a strong ROI for an airport. Learn how an online survey study works with our market research company.
Objectives
An airport hired Drive Research for a custom survey market research project with a variety of stakeholders. The survey was standardized using a single link that was shared among key segment groups.
Depending on the type of respondent, separate paths of questions were developed. Respondents were grouped into categories such as:
- General members of the community
- Employees at large corporations in the area
- Students at colleges/universities in the area
The survey gathered honest perspectives on objectives through an unbiased third-party lens with the help of our market research company. The outcomes and data collected from the online survey aided the airport with operations, marketing, and strategy.
Approach
To address the objectives at-hand, our full-service market research company recommended using an online survey to collect consumer feedback.
Online surveys are a great solution to those looking for a cost-effective research methodology with a quick turnaround. Airline online surveys are also easily measurable and gather high-quality feedback.
These major advantages to quantitative research created a strong ROI for the airport over other methodologies such as telephone or mail surveys.
The survey took an average of 8 minutes to complete and included 36 questions. It received 6,287 complete responses. Fieldwork began on January 27 and lasted until February 14, 2020.
The reliability of this data is high. At the 95% confidence interval, the margin of error for these results is +/-1.2%. This means if the survey was conducted with another 6,287 responses the survey results would yield within +1.2% or -1.2% of the totals 95 out of 100 times.
Check out our margin of error calculator!
Report
This report included a background and methodology, an infographic, an executive summary of themes, recommendations, respondent personas, and next steps for market research. The appendix includes a detailed question-by-question breakdown of the results. All of the results remain confidential with the client.
The report answered the following questions:
- How does the community view current travel options?
- How does the community view travel costs?
- What travel options does the community want?
- What are the travel habits for employees of large organizations within the community?
- What are the travel habits for students within the community?
Looking for more case studies based on airport market research projects? Here’s an inside look at an airport intercept survey project.
Drive Research is a market research company located in Syracuse, NY. Our team has the knowledge and tools to design a robust market research study, should it be the right fit for your business.
Interested in learning more about our market research services? Reach out through any of the four ways below.
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