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THE WIDER BUSINESS SPECTRUM

easyJet community

Sophie Dekkers
Graeme Lawrence

Abstract

This paper describes the development of the easyJet Customer Online Community, which easyJet describes as ‘an innovative way to stay ahead of the pack’. The paper provides details of the journey undertaken by the client and consumers to establish the easyJet community as a key insight tool, highlighting:-

  • The role of the community and its impact on the business
  • Methods of engaging community members
  • The new (research) techniques and skills required both the client and the agency
  • The community’s flexibility to both the research agenda and the participants’ agenda
  • easyJet’s involvement and reciprocity - demonstrating the ways in which easyJet communicate with the Community and provide feedback on the actions they are taking

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Sophie Dekkers

Sophie joined easyJet in early 2007 to head up the research and insight function responsible for the pan-European easyJet business.

Prior to joining easyJet she was a Director at CMR, focusing on retail strategy, NPD and segmentation for clients such as 20th Century Fox, Asda, Unilever, and Allied Bakeries.

Sophie started her career as a graduate trainee at Millward Brown during which time she went on secondment to Jaguar cars to fully integrate brand tracking into their business, and worked with a number of international clients including Gillette, Ford, Vodafone, Unilever, Johnson & Johnson, and Barclays.

Sophie is a full member of the MRS and has a broad industry perspective having worked at both large and small agencies and now clientside – she can offer her perspective on the unique challenges each of these environments face.

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Graeme Lawrence

Graeme Lawrence is Business Development Director at Virtual Surveys. He has over fourteen years of market research and marketing experience. Prior to joining Virtual Surveys, Graeme worked for Harris Interactive where he was Head of Consumer Sales and at BJM Research & Consultancy (now part of TNS) where he focused on Brand and Communications research.

Graeme has extensive consumer research experience across a range of categories, including retail, finance, leisure & tourism and FMCG and has spoken at a number of conferences regarding the development of Research 2.0, including the award winning paper at the Esomar Retail Conference in 2007.

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