Passenger Mindset is a comprehensive study that draws on all three waves of JCDecaux Airport’s Airport Ethnographic Research (AER) conducted over the years.
The aim of this research is to draw a link between the consumer psychology and advertising execution. The presentation clearly demonstrates the implications of the passenger journey to advertising success by bringing together these original research waves, other relevant studies as well as best practice examples across our airports and “vox pop” passenger interviews to offer advertising solutions from format to messaging.
Scientific research* has found that travel is key to effective thinking. When we escape from the place we spend most of our time, all our creative and impulsive ideas and desires are released. In other words, our thoughts and feelings are restrained by the familiar.
The major facts and figures that this research discovers include passengers' higher than average pulse rates within the airport which increases passenger alertness and instigates positive mental responses - ultimately impacting ad recall levels. Prompted ad recall is a staggering 33% in the airport which demonstrates this theory, where prompted recall is even higher at 45% in the arrivals area due to the fewer distractions across arrivals areas.
For more information on Passenger Mindset, please contact the UK Airport Insight Team.
*Cultural Borders and Mental Barriers by Maddux and Galinsky, 2009
The aim of this research is to draw a link between the consumer psychology and advertising execution. The presentation clearly demonstrates the implications of the passenger journey to advertising success by bringing together these original research waves, other relevant studies as well as best practice examples across our airports and “vox pop” passenger interviews to offer advertising solutions from format to messaging.
Scientific research* has found that travel is key to effective thinking. When we escape from the place we spend most of our time, all our creative and impulsive ideas and desires are released. In other words, our thoughts and feelings are restrained by the familiar.
The major facts and figures that this research discovers include passengers' higher than average pulse rates within the airport which increases passenger alertness and instigates positive mental responses - ultimately impacting ad recall levels. Prompted ad recall is a staggering 33% in the airport which demonstrates this theory, where prompted recall is even higher at 45% in the arrivals area due to the fewer distractions across arrivals areas.
For more information on Passenger Mindset, please contact the UK Airport Insight Team.
*Cultural Borders and Mental Barriers by Maddux and Galinsky, 2009