9. Passenger surveys
As part of its Rethink Quality initiative, Finnair in a one-month pilot in November 2010 offered passengers free use of iPads on board select flights between Helsinki and Hong Kong. In addition to entertaining content, the iPads contained a bespoke customer research application developed by the airline, which invites passengers to “explore a few ideas” and give their opinion. Passengers could rate their interest on a 1 to 5 scale on ideas such as the option to order food and drinks from the IFE system, whether they want to learn more about the background of wines served onboard, or their preferred selection of items available for sale in-flight (video of Finnair’s iPad app here).On a similar note, from June to August 2010, KLM used three iPads for a survey among passengers on its regional subsidiary KLM Cityhopper to test the feasibility of the device for passenger research. The iPads were dedicated for the survey with no entertaining content offered.