‘Airports: Open for Business’ focused exclusively on senior and C-suite business people who hold significant budget responsibility and influence in their roles. These Business Decision Makers (BDM’s) were drawn from 12 countries to provide both local insights and a global overview. The study explored BDM’s attitudes and habits when travelling for business and probed their deep-rooted associations of business to business (B2B) advertising across a variety of advertising environments.
'Still-time' valued by BDM'sThe study revealed that many BDM’s are flying more often for business, leading to high familiarity with airports and the procedures of flying. Flying has become part of their routine, and they know all the hacks to make their journeys as smooth as possible. The combination of all these factors led to the interesting insight of BDM’s experiencing a period of ‘still-time’ while at the airport, a pause in their hectic schedules away from their day-to-day demands. This ‘still-time’ provides a rare window of opportunity for B2B brands to connect with this valuable business audience whilst they are in a work mindset but not distracted by other demands.
Getting to the heart of BDM's perceptionsBehavioural economics teaches us that the subconscious drives decision-making, so it was important for us to gain an insight into BDM’s subconscious associations with B2B brand advertising as they experience it in different environments.
Through a combination of implicit and explicit testing, we found that BDM’s tend to associate the attributes of successful brands most strongly with B2B advertising they experience at the airport.