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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

I couldn't understand one things why on earth people only talk aboutimpact of digital transformation on banking and finance field instead...

Rajesh Acharya

Digital take-up and experiences help drive Suncorp's solid FY21 performance

Read more

Good afternoon,This is a complaint of the process of refunds which does not comply with Australian legislation. Despite a exhaustive req...

shiree Gilroy

Catch Group combines commercial and marketing role

Read more

I really appreciate your article. Love your Article. By reading your article, its created an idea in my mind about loyalty strategy to ke...

Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

Read more

One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

Read more

Great post!

deen8

What felix Mobile is doing to keep customer support cost-effective

Read more

Blog Posts

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

Sign in