assessment of the qualitative research on the packaged mail concept
TRANSCRIPT
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ASSESSMENT OF THE QUALITATIVE RESEARCHON
THE PACKAGED MAIL CONCEPT
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PACKAGED MAIL CONCEPT
Method for the research Perception of mail delivery Attitudes towards mail Customer attitudinal segmentation Brand issues Next steps recommendations
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METHODOLOGY APPROACH
Qualitative research with consumers and small businesses
Held 24 focus groups in five cities
Focused on receiving mail
Covered all forms of delivery
Covered high and low volume of mail delivered to customers
Provides qualitative insights on attitudes and expected behaviors, not quantitative data
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CONCLUSIONS
Consumers will collect and sort their mail as they do today
Consumers will open and read their mail as they do today
There is a segment of consumers which would accept packaged mail delivery; there is also a segment which has concerns
Among the packaged mail delivery options tested, consumers would prefer a clear sealed plastic bag
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ATTITUDES ABOUT DELIVERY PERFORMANCE
Both consumers and small businesses are satisfied with the delivery performance
Concerns
1. inconsistent delivery times2. inaccurate delivery4. jammed mailboxes
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ATTITUDES TOWARD MAIL
Enthusiastic: Mail is perceived as personal and valuable Uninvolved: Some mail is perceived to be valuable Non-engaged: Mail is often perceived not to be relevant
These attitudes are not affected by the method ofdelivery
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ATTITUDES TOWARD MAIL
A concern about safety and security of mail
Affected by the perceptions of 1. inconsistent delivery 2. mail not placed properly in the mailbox
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REACTION TO THE PACKAGED MAIL CONCEPT
Related to
Personal and social values Attitudes toward mail Perception of postal performance Indirectly to the type of mail delivery
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KEY ISSUES
Key issues
Environmental concerns Perceptions that security and safety problems could increase
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REACTION TO THE PACKAGED MAIL CONCEPT
Segment
The Acceptors Convenience seekers Older, less educated, less affluent
They
are less vocal about the environment
consider convenience important
support automation programs
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REACTION TO THE PACKAGED MAIL CONCEPT
Segment Those Reserving Judgment for Now
They
are skeptical, but most likely will accept
are not likely to be vocal
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REACTION TO THE PACKAGED MAIL CONCEPT
Segments
The Opposers: Younger More affluent, better educated
They
are concerned about the environment
are concerned about security/safety
could be vocal in opposition
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NEXT STEPS FOR RESEARCH
Quantitative follow-up study
Execute research on
1. size of the segments2. impact on in-home mail behavior (The Mail
Moment)3. impact on the brand image and value perception
of mail