CASE STUDY 2: ATTITUDES TOWARDS TRAVEL IN ASIA DURING COVID

I conducted a short proof of concept study to demonstrate the feasibility of my methodology to a major East Asian Airline. Generally, all research is conducted in-house,  but for this particular project I hired a team of freelancers from East and Southeast Asia to help map the social media discourse in Thailand and China.


The following research question was examined: How has COVID-19 effected people’s views on travelling within Asia?


In Thailand discourse mapping and audience engagements were done on Twitter, Youtube, Instagram and Facebook. We identified 5 unique audience insights and provided the client with a sample persona based on our research. In China discourse mapping was done over Weibo, with short stakeholder interviews conducted as well. We identified 3 insights and provided a persona for this audience as well.

 

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