I admire Qantas for getting up and acknowledging there are problems that need addressing.
There are major flaws in those questions which to me show:
- Last round of changes was rushed
- Turnover in the QF team and there's a lack of knowledge transfer
- Questions appear "agency-ish", that is - a frequent flyer didn't design them. An outsider did.
- There is 'gamifying', and then there is 'straight-up confusing' ....the above may be in the latter category
What I mean by all this is that these questions are not getting ahead of the curve. They are what Qantas could have asked 5 years ago. The things other programs are working on are beyond the questions in what Qantas is asking. Therefore - by virtue of being behind the 8-ball, whatever Qantas does in this line of thinking will never transpire to the effect they believe it may and competitors will have that extra jump on QF, and when QF do announce enhancements in the line of thinking which is shown above - they'll be met with greater resistance from members in the category of which they want to affect the behaviour of.
Hire a professional, Qantas! ;-)