Airline

Global research into passenger mindsets for a leading airline.

I led the research in India, with a team of two researchers. Our insights formed part of a global pool, which helped the core team design the future-state passenger experience.

Why Mindset Segmentation?

Segregating research insights into customer mindsets was the logical next step. We were not just addressing pain points but envisioning unique, blue-sky experiences for each mindset.

For, e.g., some passengers did not enjoy the in-flight service experience. While some passengers demanded what they wanted, others remained silent but switched to another airline the next time. Self service options could have empowered the latter, improving retention.

Our Roles & Activities

Interviews

We interviewed frequent travellers to understand passenger expectations and pain points, with a focus on discovering unmet needs.

Card Sorting

To delve deeper into passengers’ decision making process, we conducted card sorting as part of the interview.

Mindset Segmentation

An easy-to-use playbook of passenger mindsets to inform the future-state journey based on a user centric approach.

Research Findings

Check In

Most passengers experienced frustration with airport formalities – long queues, baggage restrictions, and repetitive security checks, among others.

Boarding

Different preferences for spending time at the airport. While some preferred to wait and relax near the boarding gate, others wanted to explore airport facilities and have a good time.

Transit

Inadequate legroom and food taste were the most frequent complaints. While some passengers preferred all inclusive deals, others expressed interest in flexible add-ons.

Emergencies

Situations like lost baggage or lounge access issues required support from staff. Passenger experience in such cases depended on how well these requests were handled.

Service Staff

Several passengers reported a lack of respect from service staff. While some spoke up and demanded what they wanted, others quietly switched to competitors in future.

As we spoke to passengers, two key behaviours stood out: the desire to explore and the level of expectation. Mapping insights along these two axes led us to four distinct passenger mindsets.

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Pathfinders enjoy exploring different options and derive pleasure from discovering new experiences. Often adaptive, they may put up with minor discomfort but look for better options next time. They may get bored easily if not provided with flexible choices.Opportunities: Self-help tools that let them craft their own experience, rather than pre-packaged, all inclusive deals. Clear, transparent terms appeal to their sense of independence.

Experientialists like to finish airport formalities quickly and then take the time to chill and explore airport facilities. They have a well defined sense of what they like and expect a high level of service and comfort. They feel a sense of accomplishment when they get the best offering.

Opportunities: Golden opportunity to retain these passengers by giving them a good experience. They are also likely to brag about positive experiences and influence others. They are likely to pay extra for premium services if they see value.

Passengers with a Detached mindset do not care much about the details, as long as they reach their destination without major inconvenience. Often, they miss out on a great experience for a similar/slightly higher value because they don’t explore much.

Opportunities: Economical, no-frills flights. Since they dislike complexity, they are likely to appreciate services that make their air travel easy, such as faster check-ins. While waiting at the airport, they might appreciate options that allow them to relax and not walk much.

Passengers with a Demanding mindset feel entitled to high level of service. They expect to be served with the best, rather than explore options and find out what they like. They seek comfort in the familiar and dislike crowds. Easily offended by minor flaws or perception of contempt.

Opportunities: While not easy to satisfy, they can turn into loyal customers if they are treated well. They tend to be well respected by society and can be potential brand ambassadors. Would pay premium for superior value.