QF market research via Ipsos | Australian Frequent Flyer
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QF market research via Ipsos

Melburnian1

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Jun 7, 2013
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I completed some interesting market research conducted by Ipsos through the E-Rewards site for Qantas (QFi to be precise, as apart from one question asking whether one was aware of domestic airlines - including QantasLink, VARA and Rex) the survey was focused on international airlines).

At the end, it asked if one would share one's FF number 'to enhance the research.'

The survey was very good and took about 15 minutes, asking many questions about what international airlines one had used and how long ago/how many times/whether for business or leisure.

Then it moved on to which airlines had particular attributes such as whether they fly to where you want to go to with appropriate schedules, how likely one would be to consider each airline, how close (personally) one "felt" to each airline (symbolised by moving a heart close to or away from) each airline, whether one trusted particular airlines, how consistent each was (on a scale of 1 to 10) and so on.

For the international airlines I'd flown within the last year, the survey wanted to know (for the second and third ranked in trip frequency) what I'd like to be improved. That's a subject dear to many AFFers' hearts.

There was a box for 'other' (i.e. an airline one had flown on recently that wasn't present with a logo) as the survey only showed about 15 - 20 airlines operating ex Oz.

Many AFFers may disagree but I find these sorts of market research questionnaires from E-Rewards can be engaging.

Denali is one AFFer who in the past from memory has said she completes these E-Rewards surveys. I've redeemed the points for VA Velocity FF points plus stays at hotels. It takes many hours to qualify for either but the rewards appear to be promptly posted by E-Rewards. It's a Texas based outfit but mostly is good at tailoring questions so Australians comprehend things.

One wonders if this was an initiative of the departed Ms Alison Webster or whether QFi Acting CEO Mr Narenda Kumar authorised the survey (although presumably it takes the researchers a while to program such a complex survey).

Often the research company has a client that doesn't want their name revealed. I'd guessed from the tone it was for Singapore Airlines but I was wrong.

It'd be fascinating to see the results. They might reveal some 'home truths' but I don't know the sample size. As usual, they collected postcode, age and whether one was married/single/living with(out) children/household income per annum and so on.

AFF has a separate topic area for E Rewards but I placed it here as more may read it in this section.

If you have the time, consider joining the E-Rewards panel.
 
Last edited:

love_the_life

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Dec 21, 2012
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I do erewards - building AA points and will cash them in soon. Points are usually posted promptly and have had a couple of support interactions when surveys crashed etc. Haven’t had the one on travel though. It sounded very interesting.
 

Melburnian1

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Jun 7, 2013
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I do erewards - building AA points and will cash them in soon. Points are usually posted promptly and have had a couple of support interactions when surveys crashed etc. Haven’t had the one on travel though. It sounded very interesting.
When surveys crash, invariably if one complains, E-Rewards credits the full number of points.

Surprising that you've not been offered a 'travel and tourism' one. I'd love to know why me and not you.
 

Cool Cat Phil

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May 2, 2013
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I completed this same E-rewards survey a few weeks ago too.
I was surprised to learn at the end of the survey the research was undertaken on behalf of QF .
Interesting, considering QF have their own market research companies in the form of Red Planet and Taylor Fry.
Although, it does make sense for QF to gain a different perspective of responses from a new audience that isn’t actually on QF’s radar.
I was tempted to share my QFF details, but declined as I feel the feedback needs to unrecognisable- I’m positive they know more about me than just my current status with QF. ;)
 

love_the_life

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When surveys crash, invariably if one complains, E-Rewards credits the full number of points.

Surprising that you've not been offered a 'travel and tourism' one. I'd love to know why me and not you.
I’ve had travel ones but not one on behalf of QF.
 

Melburnian1

AFF Supporter
Joined
Jun 7, 2013
Messages
16,172
I completed this same E-rewards survey a few weeks ago too.
I was surprised to learn at the end of the survey the research was undertaken on behalf of QF...
That's even more interesting. Usually surveys that I or others I know complete are only 'open' for respondents to qualify for a few days, if that. It isn't normal for them to be conducted over a period of weeks.
 

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