Transcontinental Flight Research

Role:  Researcher, User experience designer
Team: Strategy, UX and video production
Agency: McCann Ericson
Year: Nov 2013

TASK: 

Interviewed people with the following criteria:

Travel often between 2 major metropolitan areas, NY-LA- SF
Deep social ties to both locations
Entrepreneurs, creators of wealth, entertainment or technology

METHOD:

I conducted a 1 hr interview with 15 movers and makers over phone and in person asking them questions about their transcon frequent flier experience, their interests, work habits, travel rituals.

Key Characteristics of the Movers & Makers

WOM

Rely heavily on word of mouth
Skeptical of gimmicks

MEDIA

Voracious consumers of all media especially:

The Economist
Newspapers (NYT, WSJ, LA Times)
Top 5 magazines in their industry
Fast Company
movies during flights

TIME

Time is their currency
Appreciates alone time
Accustomed to control

BEHAVIORS

Interested in new experiences
Creatures of habit, but can change when triggered
Mixes business and pleasure

SERVICE

Compare exceptional service with restaurant and hotel experiences
3 people mentioned Gordon Ramsey as an outstanding example

WEST COAST, EAST COAST LIFESTYLE

West Coast nights end earlier. More eating in homes behavior
West Coast is celebrity driven, East Coast is service driven
Media consumed differs from East Coast vs West Coast

Mark Fallows