Understanding the offline & online purchase behaviours
MakeMyTrip wanted to identify and understand the barriers that prevent a section of Indian travellers from purchasing travel online.
UCC decoded the travel triggers, the choices made from the abundant options available, and the cognitive biases of the travellers to get a complete big and exhaustive picture of a traveller’s behaviour.
This knowledge of the entire behavioural research helped MakeMyTrip identify the gaps where they could potentially interact with the traveller, create moments of truth and leverage the window of opportunity to close the gaps.
Tier 2 city in India - Jaipur
Research Tools & Methods: Secondary Research
Internal Stakeholder Interviews
Fly on the Wall
English and Hindi