JetBlue uses insights to find the missing flier

Stephen Whiteside

This event report outlines how JetBlue, the air carrier, is more deeply connecting its marketing creative with consumer insights.

JetBlue uses insights to find the missing flier

Stephen WhitesideWarc

Many of JetBlue's future creative efforts will aim to pique the interest of travelers who have never set foot on its planes, having learned these consumers are frequently unaware of the differentiated experience it provides.

That valuable knowledge point is just one outcome from a thoroughgoing research program the Long Island City-based air carrier conducted with Forethought – a research company with offices in New York City and Melbourne, Australia – in an attempt to more consistently connect shopper attitudes and preferences with its brand messaging.

"[We want] to...

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