Blumenthal Qualitative Research

Travel Selected Project Summaries
Type of Client	Methodology	Specific Research Objectives	Business Application
Car Rental Company	Numerous rounds of interviews with: Business travelers Leisure travelers	Gain insight into the car rental decision-making process Explore consumers' perceptions of the benefits of new products and services Explore reactions to television commercials in storyboard form	Help guide advertising strategy development Provide direction for advertising development for new products and services Help in the selection and refinement of alternate executions prior to production
Airline	Focus groups with international business travelers in: United States Germany	Better understand the mind-set of international business travelers Explore reactions to: The idea of a new class of service Specific elements of the service Alternate positionings Possible names	Provide input into the development, naming, and positioning of a new class of service
Publisher	Focus groups with business travelers	Gain insight into the mind-set of flight guide users Explore attitudes toward and usage of two different flight guides Probe responses to new product ideas	Learn which features and benefits to leverage in marketing efforts Provide direction for improvements to the flight guide
Tour Operator	Focus groups with travel agents (who served as representatives of the consumer perspective)	Gain insight into current travel/vacation trends Gauge reactions to a new travel product Assess the appeal of sample itineraries Uncover marketing/promotional needs	Provide a marketplace perspective on the viability of a new travel product Discern which consumer segments this product would be likely to attract