Red Planet setting up 100,000 strong research panel offering participants Frequent Flyer points

RedPlanet_Logo_RGBQantas Loyalty’s data marketing business Red Planet is setting up a 100,000 strong research panel which executive manager Vaughan Chandler claims will “fundamentally change the face of market research in Australia”.

The scheme will draw on the millions of members of Qantas’ Frequent Flyers program, offering them points in exchange for completing surveys.

“Clients will be able to engage Red Planet to conduct market research on their behalf and feel extremely confident that the insights will be real and therefore highly valuable to inform their business decisions,” Chandler said in a statement.

“The panel will be made up of a diverse range of Qantas Frequent Flyer members who opt-in to receive and complete market research surveys, in return for earning Qantas Points.”



Chandler said due to the panel’s size, Red Planet can “generate insights covering the breadth of the Australian demographic”.

“Another key differentiator is our ability to coordinate research with our broader knowledge of Australian consumer behaviour, enabling both increased trust in the accuracy of the research as well as delivering a new level of actionable insights for our clients,” he said.

Qantas Loyalty launched Red Planet in September last year and handles part of Qantas’ digital media spend.

At last month’s Mumbrella Travel Marketing Summit Qantas’ head of marketing Olivia Wirth defended the Red Planet business, saying it was not taking market share from media agencies.

“This is all about effective and more targeted marketing and using the analytics we have on our customers,” Wirth said.

“It’s a partnership approach and we pride ourselves on the coalition of partners we have in Qantas Loyalty. It’s unbeatable so it makes sense to work with select clients in this way. It’s a huge opportunity. We are putting our toe in the water and starting small but we believe it has huge capability.

“We think we are growing the market. There is a competitive set but why shouldn’t Qantas take some of this business?”


Red Planet’s clients also include Avis Car Rental, Budget Car Rental, iSelect, Hilton, NAB, Bankwest, Athlete’s Foot, American Express and Super Retail Group.

Miranda Ward


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