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 CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...

James Doyle

5 tips to boost engagement with gamification from Donut King

Read more

Latest Podcast

More podcasts

Sign in