BOEING
Boeing 787, also known as Dreamliner
Mission
How can we compete with the Airbus 380?
Code
DIscovery
- Boeing was famous for the big 747 jumbo jets, and then the Europeans constructed the A380 double-decker that could carry 800 passengers.
- The American mind was that “We Americans” should have the biggest airplane.
- When frequent flyers were asked what they wanted in an airplane, the answers were more legroom, better service, and better entertainment.
- But when they have money, they take a private jet where they usually have very little space (no legroom), no service, and no entertainment.
- The code was NO AIRPORT.
- When you fly privately, your car takes you directly to the plane. You are just one step from the aircraft.
- People complained that the airport constantly added new procedures, steps, and more waiting lines. It was so complicated and unpredictable that you had to arrive two to three hours before departure.
- Big airplanes need hubs; they cannot land everywhere. So, taking a big plane means MORE AIRPORT as you will have to make a stop, which means, in people’s minds, possible delays, cancellations, lost luggage, etc.
So
What ?
- A new positioning with LESS AIRPORT.
- We designed the Dreamliner, which can depart and land non-stop anywhere.
- It is a smaller and more efficient plane.
- You can now fly non-stop from London to New Zealand.
The
Results
Apart from some engineering problems, the Dreamliner was a success, and the big A380 had to cease production.
SOME WORDS
FROM OUR CLIENTS
"The Corporate brand study conducted by Dr. Rapaille is probably the best piece of research this company has seen in a long time."
"It was such a thought provoking rich and rewarding experience that I will not forget for the rest of my life."
"The depth of insight and the detail and the precision are far greater than those from traditional studies."
"Dr. Rapaille's powerful insights have proven invaluable in understanding emerging markets and unmet needs of our customers."
"Not a day goes by when I don't hear, see or otherwise experience the archetype discoveries that we have made."
"Working with Dr. Rapaille led us to powerful new discoveries about the essence of Jack Daniel's which have advanced the strategic language we use and fueled organizational confidence in our vision for growth."
"His approach is unlike any other research methodology; it delivers answers to questions that cannot be addressed through traditional focus groups."
"Dr. Rapaille’s approach unlocks deep consumer insights. It’s a game changer in the market.”
"The Corporate brand study conducted by Dr. Rapaille is probably the best piece of research this company has seen in a long time."
"It was such a thought provoking rich and rewarding experience that I will not forget for the rest of my life."
"The depth of insight and the detail and the precision are far greater than those from traditional studies."
"Dr. Rapaille's powerful insights have proven invaluable in understanding emerging markets and unmet needs of our customers."
"Not a day goes by when I don't hear, see or otherwise experience the archetype discoveries that we have made."
"Working with Dr. Rapaille led us to powerful new discoveries about the essence of Jack Daniel's which have advanced the strategic language we use and fueled organizational confidence in our vision for growth."
"His approach is unlike any other research methodology; it delivers answers to questions that cannot be addressed through traditional focus groups."
"Dr. Rapaille’s approach unlocks deep consumer insights. It’s a game changer in the market.”
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