Integrated Insight

BACKGROUND

Please describe your company and your position there.

I am the VP of Inflight Experience at JetBlue Airways. 

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Integrated Insight?

In my past positions, I have hired Integrated Insight for numerous projects including strategic revenue assessments, route optimization and market and guest satisfaction research at Rocky Mountaineer, revenue management at Sage, and ongoing passenger research at LaGuardia to measure progress against the revitalization of the airport.

What were your goals for this project?

My goals are typically to identify opportunities for improvement through analysis and research, and then measure progress against set goals, again using research as a primary tool to do so.

SOLUTION

How did you select Integrated Insight?

I have known the founders of Integrated Insight for over 20 years, having first met when we served as executives at Walt Disney Parks and Resorts. Their ability to drive significant value for Disney was remarkable and they are now doing the same for many other companies since founding Integrated Insight.

Unlike many other consultants, the team at Integrated Insight has walked in my shoes. They know what it takes to drive change in an organization. They are great thought partners and I appreciate the fact I can call them at any time and know I’ll get sound advice.

Describe the project in detail.

Rocky Mountaineer: The team dove into transactional level detail of our historic data and conducted brand research to determine opportunities to grow revenue and net income.

Also optimized our routes to reduce inefficiency and better utilize labor. LaGuardia: The airport was in vital need of renovation that would take years to complete. I hired Integrated Insight to conduct numerous research studies to identify specific issues and opportunities and also an ongoing tracking study to measure progress. The research was both insightful and timely, allowing us to make strategic changes where needed.

What was the team composition?

Their CEO, President and COO were actively involved. Also worked closely with their Industrial Engineers and Research Field Director. We could talk to their interviewers anytim

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Net result at Rocky Mountaineer was a 20% improvement in net income. We were able to tackle systemic issues that were previously unaddressed.

At LaGuardia, the integrity of Integrated Insight’s research allowed us to showcase our progress beyond what was obvious by just walking through the airport.

Our NPS skyrocketed as parts of the airport were completed and it’s the credible and consistent research conducted by Integrated Insight that helped prove the case.

How effective was the workflow between your team and theirs?

Excellent. Despite being the one to bring in Integrated Insight, even after I left the companies, they continued to do the work. They created strong working relationships quickly and maintained them.

What did you find most impressive about this company?

The way they approach business opportunities. Integrated Insight strongly believes in leading with the consumer.

If you figure out what consumers value and take heart in directly addressing their barriers and motivations, you’ll develop winning strategies. I’ve seen them apply this philosophy over and over, first at Disney, then other companies where I have engaged them.

It sounds simple, but it takes due diligence to really execute against the consumer’s value prop and prove the business value will materialize. They walk the talk.

Are there any areas for improvement?

Not that I can think of. Their work is very custom, so each project presents new opportunities.

BACKGROUND

Please describe your company and your position there.

I am Chief Brand and Innovation Officer, leading development of new brand positioning and product development to drive growth.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Integrated Insight?

We hire Integrated Insights for doing customized segmentation research to best direct our branding, product development and demand generation efforts.

What were your goals for this project?

We were interested in understanding different consumer groups perceptions and interest regarding timeshare to best position our current product and design new product to meet their needs.

The objective was to reverse declining demand and address barriers to purchase.

SOLUTION

How did you select Integrated Insight?

I have a long-standing relationship with the firm, having used them in the past.

Nevertheless. we still conducted an RFP and Integrated Insights delivered the best proposal for the most value.

Describe the project in detail.

Segmentation Research, 4000 interviews data sample, among consumers meeting certain travel and income criteria.

Questions were designed to understand travel habits, perceptions about timeshare, deep insights on vacation and their emotional significance, and measure ways to address barriers and motivations towards our product.

From the research, we then can size segments and assess their potential value to prioritize investment needed to drive demand

What was the team composition?

We had all senior leaders involved at different stages and had access to their top talent.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Project was done with a very tight timeline and the team delivered on time.

They also partnered effectively with our internal head of research, as well as our advertising agency and their head of research.

Overall, excellent collaborative work. We got great insights and are using those to develop our brand campaigns and product changes.

How effective was the workflow between your team and theirs?

Could not have asked for better collaboration.

What did you find most impressive about this company?

Their intellectual capacity and their partnering style.

Are there any areas for improvement?

Not really.

BACKGROUND

Please describe your company and your position there.

I am the President of Strategic Leisure, formed in 1992 and based in Columbia, Maryland. Strategic Leisure is a strategic and creative planning and development firm, defining, and often implementing on behalf of owners, Experiential Places for private, pubic and not-for-profit clients.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Integrated Insight?

From 2014 to 2017, Strategic Leisure provided the executive leadership and management of the Inner Arbor Trust, Inc., a 501(c)(3) charged with the planning and development of the strategically important Merriweather Park at Symphony Woods, a 50-acre arts and entertainment park in downtown Columbia, Maryland.

What were your goals for this project?

Before transitioning from conceptual planning and design to the far more definitive and expensive engineered design, it was critical to confirm the consumer appeal to the intended park plans.

SOLUTION

How did you select this vendor?

Having consulted to The Walt Disney Company, I have great respect for its executives. While I did not know Integrated Insight's founders and leadership, the executives and firm came highly recommended from respected industry colleagues. I then conducted extensive phone interviews with Integrated Insight's leadership.

They were generous and insightful with their time and keen in their understanding of our objectives and how best to conduct the research, financial projections, and industrial engineering.

Describe the project in detail.

Integrated Insight was engaged to conduct a market assessment and competitive overview; quantitative concept and demand research among area residents and tourists to Washington, DC and Baltimore; capacity planning; demand and revenue forecasting; and pro forma development.

The primary research helped size the target market, determine which proposed aspects of the concept were most appealing, and understand the consumer's willingness to pay for specific experiences. Attendance was projected for the venues and the park itself, and subsequently, capacity requirements determined.

What was the team composition?

This is one of the great pleasures and tremendous values of engaging Integrated Insight. Integrated Insight is a team of leaders and doers, of principals, of people who have been active participants in the rooms where it happened, leading some of the biggest and best companies through multi-billion-dollar decisions. To be able to have access to such top tier talent as your A team is an extraordinarily valuable opportunity.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Integrated Insight's work not only informed the plans for Merriweather Park at Symphony Woods, the credibility of both the firm and its work helped to augment the credibility of the Park's design and subsequent public approval and first phase implementation.

How effective was the workflow between your team and theirs?

The workflow was very interactive between Integrated Insight and Strategic Leisure (on behalf of the Inner Arbor Trust). This was exactly as requested, and we were always kept informed and our expectations met. The process gave us a great deal of confidence throughout the half year-long process.

What did you find most impressive about this company?

Integrated Insight took ownership for the future of Merriweather Park at Symphony Woods. The firm's work guided the design and fostered the best prospects for success.

Are there any areas for improvement?

None.