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ASSESSMENT OF THE QUALITATIVE RESEARCH ON THE PACKAGED MAIL CONCEPT

ASSESSMENT OF THE QUALITATIVE RESEARCH ON THE PACKAGED MAIL CONCEPT. PACKAGED MAIL CONCEPT. Method for the research Perception of mail delivery Attitudes towards mail Customer attitudinal segmentation Brand issues Next steps recommendations. METHODOLOGY APPROACH.

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ASSESSMENT OF THE QUALITATIVE RESEARCH ON THE PACKAGED MAIL CONCEPT

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  1. ASSESSMENT OF THE QUALITATIVE RESEARCH ON THE PACKAGED MAIL CONCEPT

  2. PACKAGED MAIL CONCEPT • Method for the research • Perception of mail delivery • Attitudes towards mail • Customer attitudinal segmentation • Brand issues • Next steps recommendations

  3. 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

  4. 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

  5. ATTITUDES ABOUT DELIVERY PERFORMANCE • Both consumers and small businesses are • satisfied with the delivery performance • Concerns • inconsistent delivery times • inaccurate delivery • 4. jammed mailboxes

  6. 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 of • delivery

  7. 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

  8. 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

  9. KEY ISSUES • Key issues • Environmental concerns • Perceptions that security and safety problems could increase

  10. 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

  11. 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

  12. 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

  13. NEXT STEPS FOR RESEARCH • Quantitative follow-up study • Execute research on • size of the segments • impact on in-home mail behavior (The Mail Moment) • impact on the brand image and value perception of mail

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