6 August 2011

How to determine what media airline passengers will choose while travelling

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Airport
Kevin Miller, global head of insight at in-flight magazine publisher Ink discusses how the environment impacts airline travellers psychologically and in turn affects their choice of media.

“The airline passenger journey, from home to boarding the plane and beyond, is a dynamic and emotional experience, with many media messages and retail choices along the way. But how can we measure these changing emotions and the effect they have on the passenger’s state of mind? And what messages types are most likely to be understood in these states of mind?

Recent research by psychologists, specialising in the field of ethnography (the observation of respondents in the natural environment) has identified the passenger experience to be an unusually highly dynamic and stimulating experience. Hannah Knox, a British-based behavioural psychologist has described airports as “An increasingly intensive use of space where anything might happen…”

Red Border has carried out in-airport and cross-media ethnography, identifying distinct emotional zones in the flyer’s journey, as well as the experience of magazine reading.”

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