Page 5 - Tax Free Catalogue Covers Research Report

Research Objectives and Methodology
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Research objectives
• The overall aim of the research was to identify which catalogue theme to use for the pre order tax free catalogue cover, by gaining a deeper understanding of:
• CoverpreferencesamongstNordiccharterflightpassengers,frommostpreferredtoleastpreferred
• Thecataloguecoverthatismostlikelytoencouragecharterflightpassengersto:
• Pick up the catalogue
• Open the catalogue
• Look through and read the catalogue
• Make a purchase from the catalogue
Methodology
• An online quantitative survey was conducted with a panel of international travellers from Denmark, Finland, Norway and Sweden. The survey was available in Danish, Finnish, Norwegian and Swedish
• Max Diff Analysis was used to identify the concepts that travellers would be most likely to purchase in Duty Free. Max Diff is used to understand consumer preferences and their likely choices in the face of different options. Respondents were presented with 4 different cover options and asked to select which one they found most appealing. From the remaining three covers, they were then asked to choose the cover they found least appealing. This process was repeated 8 times per respondent with a different set of 4 Catalogue Covers each time
• Using statistical modelling we are able to robustly quantify the appeal of each cover. This approach is far more robust than a standard ranking or rating scale. As a result of this process each cover is allocated a Max Diff score – the higher the score, the greater the appeal. All scores add up to 100 and each score is relative, so a cover with a score of 8 is twice as popular as a cover with a score of 4. A cover with a score of 20 is considered 5 times as appealing as a cover with a score of 4