Qantas sets up new panel for Red Planet to conduct market research

Qantas’ customer and marketing analytics business will begin a new research panel to drive client engagement

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

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

Embrace customer obsession to transform marketing into a catalyst for growth

In 2018, Forrester believes 20 per cent of CEOs globally will fail to act on digital transformation and put their firms at risk.

Michael Barnes

VP research director, Forrester

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

Wowww! What A Awsome Blog! Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so eas...

Mia Joseph

Predictions: 8 digital marketing trends for 2018

Read more

What you have said about AI, machine learning and voice activation is very true. Some of the other things we are already observing is the...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Yes, Digital Marketing now getting growth at the higher level. we can't predict today trends in the digital world. Nice stuff! Thanks for...

lorenso

Predictions: 8 digital marketing trends for 2018

Read more

I believe Digital Marketing is moving more toward social media and influential marketing. People are trying to grow their influence as in...

Rachel Kieran

Predictions: 8 digital marketing trends for 2018

Read more

Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so easy task to understand ROI qu...

Kiara Matthews

Predictions: 8 digital marketing trends for 2018

Read more

Latest Podcast

More podcasts

Sign in