Allegiant Airlines teaches us about the power of marketing research to uncover new opportunities.
This one is cool because buried in the middle of the article is the comment that they “surveyed” their customers and uncovered some of the things that they value like premium alcohol options.
Why do I bring this up?
I wrote about some of the questions I got about market research at the Kelley On Location event in Milwaukee.
Especially the one about the right way of doing research.
Here’s an example in action.
What does proper market research do for you?
- It shows you opportunities.
- It will allow you to uncover contradictions that you might not recognize if you don’t talk to your customers like cheap plane tickets, but premium alcohol purchases on board.
- It highlights ways to create brand extensions like the vacation destinations that are planned for Florida by the airline.
What do y’all think?