Business class: Arrive ready.
Is the Arrive ready campaign lifting consideration of Northmere business class among UK business travellers?
- Audience
- UK adults who have flown long-haul for work in the last two years
- Fieldwork
- 30 Oct to 13 Nov 2026
- Sample
- 300 per cell · detects ±10.5 pts
- Primary KPI
- Consideration, fixed at Gate 2
- DraftGate 1
- ApprovedGate 2
- Fielding
- Closed
- AnalysedGate 3
- Signed off
- Released
Results
Every KPI, in one table.
Absolute points first, with a 95% range. Relative lift sits beside it, never in the headline. The smallest lift this sample can reliably detect is ±10.5 points.
| KPI | Exposed | Control | Lift | 95% range | p | Relative | Read |
|---|---|---|---|---|---|---|---|
| Aided awareness Which of these airlines have you heard of? (Northmere Airways selected) | 61.5%96/156 | 67.5%114/169 | −5.9 pts | −16.3 to +4.5 | 0.27 | −9% | No measurable change |
| Ad recall Have you seen or heard any advertising for Northmere Airways in the last four weeks? | 29.5%46/156 | 18.9%32/169 | +10.6 pts | +1.3 to +19.8 | 0.03 | +56% | Lift confirmed |
| Favourability Overall, how do you feel about Northmere Airways? (very or fairly favourable) | 44.2%69/156 | 44.4%75/169 | −0.1 pts | −11.0 to +10.7 | 0.98 | −0% | No measurable change |
| ConsiderationPrimary Would you consider Northmere Airways for your next long-haul business trip? (definitely or probably) | 29.5%46/156 | 23.7%40/169 | +5.8 pts | −3.8 to +15.4 | 0.23 | +25% | No measurable change |
| Booking intent How likely are you to book with Northmere Airways in the next six months? (very or fairly likely) | 11.5%18/156 | 7.7%13/169 | +3.8 pts | −2.6 to +10.3 | 0.24 | +50% | No measurable change |
| Message: arrive ready to work Which airline's business class is designed so you arrive ready to work? (Northmere selected) | 15.4%24/156 | 8.3%14/169 | +7.1 pts | +0.1 to +14.1 | 0.05 | +86% | Lift confirmed |
Pre-registered sub-groups
Consideration by sub-group.
Only these five cuts were registered at Gate 2. Each p-value is Holm-adjusted for the five tests, so a lucky sub-group can't become a headline.
18–34
Age · 34 vs 36 people · Holm p 1.00
+7.5 pts
−14.2 to +29.2
35–54
Age · 81 vs 93 people · Holm p 1.00
−0.0 pts
−12.9 to +12.8
55+
Age · 41 vs 40 people · Holm p 0.44
+16.6 pts
−2.0 to +35.3
Books own business travel
Segment · 74 vs 79 people · Holm p 0.99
+8.3 pts
−5.7 to +22.3
Everyone else
Segment · 82 vs 90 people · Holm p 1.00
+3.6 pts
−9.6 to +16.8
Shaded: under ±18.2 pts can't be detectedRange clear of zeroRange includes zero: no measurable change
How to read this
What we will and won't claim.
- Headline. The primary KPI on the full sample: consideration +5.8 points, range −3.8 to +15.4.
- Sub-groups. No sub-group shows a lift that survives Holm adjustment. Sub-group swings here are noise until proven otherwise. Each sub-group has fewer people, so its range is wider, and differences between sub-groups are not tested.
- Relative lift. Shown for reference only. A small base makes relative lift look large: a 3-point move on a 10% base reads as +30%.
- Exposure. Exposed means seen in market and confirmed by recognition, the decoy-ad check and media data. Ad recallers alone are never used as proof.
Demo data. Fictional airlines, illustrative results generated for this demo.