Setup
The focus of the test was consumer motivations in making sustainable choices when planning air travel. To that end, the two assets were designed to test performance across the following A/B split:
- AMessaging strategies foregrounding the impact of new engine technology on the environment
- BMessaging strategies foregrounding the impact of new engine technology on in-flight experience
A
B
Test Results
Attention Share and Engagement Share reflect the percentage of test-wide scoring accounted for by individual variants or demographics. Read more below in the Methodology section.
Aggregate Insights
The balanced scoring suggests that consumers are comparably motivated by environmental impact and in-flight experience.
An optimal marketing strategy would marry both value props to maximize consumer incentives.
Further testing could explore attention and engagement around other sustainable airline initiatives — e.g., using cleaner fuel or reducing in-flight waste — to determine if consumers are more or less focused on environmental impact in specific contexts.
Gender-based attention and engagement shares reflect the relative attention or engagement per gender for each variant. Read more below in the Methodology section.
Gender Insights
The test population skewed toward male participants, who paid attention to and engaged with both messages at comparable rates.
With a smaller sample size, the female audience paid attention to both messages at comparable rates but engaged with the in-flight experience message at a higher rate.
Further testing could target the female audience with dual-prop variants (marrying environmental impact and in-flight experience) to determine whether the attention and engagement potential in this small sample can be unlocked at scale.
Age-based attention and engagement shares reflect the relative attention or engagement per age bracket for each variant. Read more below in the Methodology section.
Age Insights
The test population skewed toward participants over 45, who paid attention to and engaged with both messages at comparable rates.
With a smaller sample size, participants under the age of 35 demonstrated a strong attention and engagement preference for the environmental message.
Further testing could target the 35-44 audience with additional environmental variants to determine whether the engagement potential seen in this small sample can be unlocked at scale.
Methodology
This test was conducted with two message variants and a prequalified TCD audience of 2,463 likely adopters. Among those participants, 16.7% paid measurable attention to the test assets and 4.2% registered measurable engagement.
Attention Score measures the likelihood that a message will capture eyeballs in the wild. It’s calculated using the rate at which test participants respond to a CTA to learn more about the subject.
Engagement Score measures the likelihood that a message will elicit a meaningful response from the audience. It’s calculated using a proprietary algorithm that weights measurable metrics — shares, saves, likes, etc. — in a way that has proven to be meaningfully correlated (r > .5) to real-world conversion behavior.
Attention Share and Engagement Share reflect the percentage of test-wide scoring accounted for by individual variants or demographics. For example, an engagement share of 25% means the variant or demographic in question accounted for 25% of the cumulative engagement score produced by all segments in the test.
