15 board members
1 country
China
Skyscanner: Cultural immersion
How will an ethnographic approach to understanding the high rate of adopting new technologies set a precedent for Skyscanner’s next phases of innovation in China?
Our approach
- Cultural immersion
- Empirical learning
- Experiential research
- Immersive learning
- Design-research training
Our process
intO designed a bespoke research day for members of Skyscanner’s executive team in Beijing, China. The market was selected based on the recognition that Chinese consumers were adopting a high number of popular and advanced digital services. Together with our Chinese Local Experts, we designed three distinct journeys that each of the 15 Chief Experience Officers (CxO)s followed, to gain a deeper understanding of what it means to live in a highly-digital society. intO highlighted specific opportunities and points of interest, relevant to Skyscanner, during each journey.
Our effects
intO’s research day was an immersive, task-based learning experience for each of the CxO executives, who came to understand first-hand the expectations, aspirations and life-changes of a forward-thinking user group. Together, in public spaces around the city, we observed how digital services and interactions with technology affected people’s daily lives and behaviour.