Summary
Travel-tech business Amadeus used research differently to other B2B companies to help renew confidence in their sector and customers post-COVID-19 by publishing Traveler Tribes 2033 – research about the traveler segments that'd exist in 2033.
The methodology innovated beyond legacy segmentation methods, using techniques rarely seen in B2B research to:
- Overcome the challenges with expert forecasts using time-spaciousness, cognitive diversity, and combining forecasting with psychology
- Segment travelers – for the first time – based on a) susceptibility to behavioral biases b) projected future behavior using masked thought experiments and futuring
This created new/newsworthy insights for B2B audiences forcing them...