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Southwest Airlines Segmentation Insights by AndyLiao is a document available to read on EtoBox.

What is Southwest Airlines Segmentation Insights about?

Southwest Airlines conducted a market segmentation study using some unconventional methods. They began with qualitative research using ethnography to gain insights from customers. They also used an a priori segmentation model, developing segments based on existing customer data before validating them with additional research. While not a traditional 2.0 approach, this allowed Southwest to create an actionable model tied to their existing customer database that decision-makers would understand. Their segment

Author

AndyLiao

Language

EN