Client:
Liverpool John Lennon Airport

Task:

Pragma Consulting were commissioned to undertake an extensive customer research programme to fully understand the customer base, their behaviours, opinions, needs and requirements, with particular emphasis on developing a strong brand positioning for the airport that has sensitivity to the local cultural identity.

What we did:

Pragma undertook a four part work programme involving the following stages:

• General market study: online study of flyers in the immediate and wider catchment area
• Passenger survey: survey of Liverpool Airport passengers
• Focus groups: exploratory focus groups to understand passenger perceptions of the airport
• Brand development: evaluation and definition of the brand proposition

Result:

Through an in-depth analysis and evaluation of the current and potential passenger base, Pragma developed insight and recommendations for management to incorporate into the future commercial strategy and brand positioning of the airport.

“Pragma provided us with a fantastic understanding of the airport in terms of passenger perceptions, key choice drivers and dynamics and we have incorporated their work into our business strategy.’

Matthew Thomas, Group Commercial Director, Liverpool John Lennon Airport