Embracing an Agile and Iterative Approach to Consumer Feedback to Create Impactful Campaigns
Wizz Air, one of Europe’s fastest growing low-cost airlines, needed to launch a new marketing campaign that better spoke to their audience’s pain points and unique needs in getting to their ideal weekend getaway destinations. They also wanted to explore new opportunities to differentiate their brand from peer airlines, and in the competitive world of global air travel, they needed to do it quickly.
Traditional, in person methodologies would require too much time— even for a company that specializes in travel. In addition, it was not an ideal approach to reach their target audience: weekend travelers.
Imagine asking respondents: “Hey, you’re only in this city for 36 hours, do you want to spend two of those hours talking to a market researcher about your travel habits?” Wizz Air’s insights team wanted to respect their customers’ time and meet them where they were.
Partnering with a creative agency, the insights team pieced together five-day sprint with two waves of consumer feedback.
Working within such a tight timeline would require an agile and iterative approach to speaking with consumers. Wizz Air turned to Discuss.io for assistance in gathering quick and instant feedback from travelers. Discuss.io’s first course of action was to recruit frequent air travelers based in Europe to participate in these conversations.
Through of dozens of conversations with expert air travelers, the Wizz Air team was able to ask questions that would inform advertising and communication development in order to create campaigns that would resonate with prospective travelers, finding creative inspiration for a new campaign. They asked a series of questions around brand positioning that informed ad copy; in addition, they incorporated respondents’ ideas into creative assets during their discussions, asking for even more feedback from respondents during the iteration process.
The most successful ideas eventually morphed into a campaign that Wizz Air successfully launched, differentiating their brand from other budget airlines in the market.
Wizz Air uncovered several ideas that they wanted to further explore for future marketing assets and campaigns. Over the course of the two waves of sessions with European travelers, they asked the participants about potential marketing campaign concepts. Observing people’s reactions, including facial expression and tone of voice, the team was able to gauge which ideas were considered inspiring and created the most excitement. Through this process, they unearthed a strong concept that resonated across several respondents from various backgrounds, which would later become the inspiration for their “Let’s Get Lost” campaign.
“We decided to do a sprint and needed a partner who understood how to do agile and iterative research,” said Imre Kiss, Customer Insights and Research Manager for the project.
“We were prioritizing speed over formality. We incorporated two waves of consumer feedback over the course of 5 days — the first wave was pure idea generation. The second wave was to gather consumer feedback on a handful of those ideas. Discuss.io was able to help us even when local agencies told us our idea was impossible.
By having conversations online, we didn’t interrupt anyone’s vacations, but we were still able to talk to our target market: young weekend travelers on a budget. Through our conversations, we developed an idea that became our ‘Let’s Get Lost’ campaign.
Using Discuss.io was quick, easy and agile.”
Discuss.io is the leading live video solution for enabling brands to discover actionable insights and build consumer connections at scale. Brands use Discuss.io to have frequent and direct conversations with consumers around the world, leading to deepened empathy and understanding, better products, and more effective marketing.