RMS Airport Intercept Project – Case Study
Article by Katya Dashkevich, RMS Research Associate –
Research Objectives
The objective of this airport concession study was to identify the strengths and weaknesses of multiple airports’ concessions along the East Coast of the United States. The key focus was to identify the type or specific brand of concessions, including food and non-food items, that people were looking for when flying out of or arriving at these airports.
Methodology
RMS and the client collectively designed a brief survey for airport patrons to complete. RMS trained staff to conduct this survey through intercepts (in-person contact with participants). A trained professional fieldwork interviewer approached patrons in the airport, asking them to complete the brief survey on a tablet. RMS conducted standard data quality checks and continued field operations until data quotas were met.
Key Take-Aways
When collecting the data, participants were asked questions about their experience at the specific concession they visited and whether or not they made a purchase. They were then asked to rate their satisfaction on a scale of 1 to 5. If they rated it a 2 or lower, they were asked to specify the reason for this response. If they made a purchase, there were additional questions about the helpfulness and attitude of the staff, value or fairness of prices, speed of service, selection and quality of products, cleanliness of the facility, and their overall experience.
Other questions included whether participants found everything they were looking for and if they had any suggestions for additional restaurants in the terminal. Participants were also asked about their travel behaviors, including how often they fly, the purpose of their current trip, whether the airport was their home airport, if they were on a layover or departing from that airport, and how early they arrived for their flight. With the intercept fieldworker guiding the participant through the survey, it took about 3 minutes to complete.
The research has helped our client to make more informed decisions around leasing agreements and to address customer service issues at certain concessions. In addition, the data helps ensure that travelers’ needs are being met.
Intercept surveys offer quick insights, whether you’re aiming to gauge customer satisfaction, test new products, or analyze shopping behaviors, helping you stay ahead in a competitive market. If you are interested in conducting intercept surveys or learning more about our research capabilities, please contact Sandy Baker, Vice President of Corporate Development at SandyB@RMSresults.com.
Relational RMS Blogs & Information:
RMS Intercept Survey Services
Unlocking the Power of Intercept Surveying: A Game-Changer in Market Research
Maximizing the Effectiveness of Intercept Surveys: 3 Essential Tips
Intercept Surveys Done Right: Tips for Achieving Meaningful Results
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About the Author – Katya Dashkevich
Katya brings years of market research experience to the RMS Analytics Department, programming surveys, coordinating recruitment, and cleaning, analyzing, and reporting survey data. Katya also supports many other divisions at RMS, including helping with phone recruitment in our call center or research needs within our healthcare division.
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Interested in conducting a market research project with RMS?
Contact our Vice President of Corporate Development, Sandy Baker at SandyB@RMSresults.com or call 1-866-567-5422.
About RMS
Research & Marketing Strategies, Inc. (RMS) is a full-service market research firm in Central New York. Formed in 2002, RMS helps organizations that are looking to know more about their customers and/or potential customers. We conduct surveys, focus groups, mystery shopping, studies, and analyses. Each project is customized and gets personal attention so that actionable, data-driven findings are delivered. RMS has a reputation for getting results. We offer an independent, professional means to conduct telephone, on-line, and mail surveying, as well as in-depth interviews, intercept interviews, and participant recruitment. We also host discussion groups through QualiSight, our onsite call center and focus group facility. We have a proven reputation for successfully recruiting and moderating focus groups, community forums, and town meetings.