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

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in