Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?
Qantas’ customer and marketing analytics business announced it will begin a 100,000 strong panel to enable clients to engage Red Planet to conduct market research on their behalf.
The new offering is set to bring the sophisticated targeting seen in direct email marketing into the digital environment, by bridging both online and offline data.
Red Planet’s executive manager, Vaughan Chandler, claimed the new panel would fundamentally change the face of market research in Australia.
“We have achieved remarkable results for clients in the media and analytics side of our business and the creation of the research panel is the next exciting chapter in Red Planet’s offering,” he said. “Clients will be able to engage Red Planet to conduct market research on their behalf and feel extremely confident that the insights will be real and therefore highly valuable to inform their business decisions.”
According to Chandler, the panel will be made up of a diverse range of Qantas Frequent Flyer members who opt-in to receive and complete market research surveys, in return for earning Qantas Points. He said the insights ascertained from the research panel would be representative of the views of the Australian population, with one key differentiator being the panel’s scale.
“With 100,000 consumers on board, we know we can generate insights covering the breadth of the Australian demographic,” he said.
Chandler highlighted another key differentiator was Red Planet’s ability to coordinate research with its broader knowledge of Australian consumer behaviour, enabling both increased trust in the accuracy of the research as well as delivering a new level of actionable insights for our clients.
“The richness of our knowledge from over 10.7 million Frequent Flyer members is hard to beat and the results speak for themselves,” he added.
Red Planet was created by Qantas Loyalty, a division of the Qantas Group in early 2014 and launched commercially in September last year. For over a year the business has been successfully creating more relevant and engaging digital marketing campaigns for a range of clients across varying industries, under the ‘media’ arm of the business.
Recently, Red Planet also launched a new website showcasing its services across the three different elements of its business: media, analytics and research services.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu