Fear of Flying?
Older Americans and the Dreamliner
A CASE STUDY
Qualitative Research
Privileged and Confidential
November 2012
400 N. Michigan Ave., Suite 1016 Chicago, IL 60611-4148 Tel 312.863.7600
Objective and Method
 Doyle Research Associates, a Chicago-based qualitative research
firm, wanted to see how lifestage impacts perception of a timely
topic in the public arena. Given the continued reliance on
commercial airlines, we chose air travel via United’s new 787
Dreamliner.
 To facilitate this study, Doyle Research used our QuickQualSM
method (powered by GutCheck®). With these tools, participants
were recruited instantly from a consumer panel that employed
demographic screens and custom questions. Recruiting took only
two minutes, as opposed to the standard two weeks. The entire
study took less than one week to complete.
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Participant Segments
Rising Boomers 45-49
Seasoned Boomers
55-62
Seniors 65+
All: 6 chat-based interviews per segment, 18 total
Household income $50K+
Has flown at least once within the last 2 years
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Show and Tell
 Each 30-minute chat had the following flow:
 Consumers were asked how they feel about air
travel.
 They viewed a one-minute video that we
created from publically-available stills of the
Dreamliner’s interior/exterior, and then
answered related questions.
 We segued into a more nuanced and personal
exploratory conversation that focused on how
Boomers and Seniors view airplane travel, how
their opinions about flying have changed as
they have aged, and aging itself.
 To view the unlisted stimulus video of the 787 Dreamliner on
YouTube, please follow this link*:
http://www.youtube.com/watch?v=1LXKF7UlOzg&feature=youtu.be
* Hyperlink is active in Presentation Mode
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Up, Up and Away
 Finding: For every segment, air travel is all about the creature comforts.
Flyers want to be comfortable; they want friendly, responsive service,
expanded/better entertainment options, and they want to be fed! Across all
segments, participants love the feeling of freedom, escaping, and the views
from 30,000+ feet. Flying is seen as less enjoyable than it once was, but
this change is mostly the result of security-related inconveniences—of being
nickel-and-dimed for basic services—and not due to aging specifically.
 Implication: Flying is a powerful sensation. Images of freedom, getting
away and escaping the grind of everyday life can be successfully leveraged
in marketing and communications among Boomers and Seniors alike.
“While I still fly, it is not
with the gusto I once
experienced. Paying for
more leg room,
upgrades and luggage
is a downer.”
“I like being in the air
and looking at the sky
and down below. I like
being able to turn
everything off for those
couple of hours you’re in
a plane.”
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In This Day and Age
 Finding: Many participants have positive reactions about getting
older. Whereas some report more anxiety, others find themselves less
concerned about the small stuff. Both Boomers and Seniors report
increased self-confidence, greater wisdom, and a more positive
outlook. Although some Seniors exhibit more concern about health
and financial security than Boomers, others enjoy having more time to
enjoy the fruits of their labors.
 Implication: Both Boomers and Seniors—particularly those with the
resources to do so—have both the time and inclination to travel.
“Getting old doesn’t mean
feeling old. We are vibrant,
intelligent, and ‘with it’
mentally. I think life is better
because we have less
ambitions and anxiety.”
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Dream On
 Finding: Feedback about the Dreamliner was positive,
and mostly focused on the wide aisles and overall roomier
appearance of the cabin. First Class was noticeably
different from current airplane configurations, while
Economy looked similar to current configurations, though
more spacious. TVs were infrequently mentioned.
Consumers’ main concern was that flights on the
Dreamliner would be considerably more expensive than
what they are accustomed to paying.
 Implication: In marketing efforts, emphasize the
roominess and increased legroom of Economy and First
Class through visuals and graphical comparisons to the
configurations of leading competitors. Given that
consumers are looking for more entertainment options, the
Dreamliner’s TV consoles should also be promoted.
“The blue was
soothing, it
reminded me of a
hotel!”
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Questions?
Alice Morgan
(312) 863-7615
amorgan@doyleresearch.com
Jo-Ann Ryan
(312) 863-7614
jryan@doyleresearch.com
Doyle Research Associates, Inc.
400 N. Michigan Ave, Suite 1016
Chicago, IL 60611
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