The assumption was that, as business travellers, co-working spaces in Qantas Lounges – or elsewhere – would be a worthwhile addition. To test these assumptions, we decided to go straight to the horse’s mouth.
But who were the horses?
First of all, we created Personas based on Qantas Club’s data to work out who our target market were via their roles, their age group and where they were based. It was easy to see why Qantas thought co-working areas would appeal to them – they’re all busy people, working in hotel rooms, airport lounges and on the plane in between meetings. And it was also easy to see that getting these time-poor people to input into this project was going to have to be very direct.