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PRESS RELEASE: Intersperience lands Virgin Atlantic deal

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Virgin commissions international research into cultural differences

London, UK, 22 July 2011 - International consumer research specialist Intersperience has secured a contract from Virgin Atlantic, one of the world’s most iconic airlines, to conduct research into how cultural differences impact on its passengers’ perceptions of their journeys.

Virgin Atlantic has engaged Intersperience to carry out a wide-ranging study which will run over a 10 week period. It will include interviews with passengers and crew, diaries and observation on long-haul flights to Nigeria, China, Japan and India along with a post flight survey with a sample size of 1,000 passengers.

Intersperience will deploy its specially-trained team of multi-lingual researchers on the Virgin Atlantic project. The team, all highly skilled academics operate from a central UK location and comprise native language speakers spanning more than 60 foreign languages.

Paul Hudson, Chief Executive of Intersperience commented: “We are delighted to be working with a brand as dynamic as Virgin on such a unique project. The diverse backgrounds of our international team mean that they have an inherent understanding of their native cultural nuances guaranteeing accurate interpretation of research; adding tremendous value.”

He added: “Major brands are generally becoming increasingly conscious of the need to take cultural difference issues seriously. Intersperience’s strong international research capability gives us an edge in servicing global brands on cross-border, multi-cultural and multi-lingual projects.”

One of Virgin Atlantic’s key pledges is to provide consistent service delivery to its customers, which included six million business and leisure passengers last year. The airline currently flies to 32 destinations worldwide and it will add a 33rd in summer 2012 when it commences flights to Cancun in Mexico.



Media Contact: Valerie Darroch 07970 737708 E:

About Intersperience:

Intersperience is an international consumer research specialist with expertise in consumer behaviour, experience and attitudes. The team, which is headquartered in Cumbria, has more than 25 years experience in analysing consumer behaviour. It employs a range of interpretative models and frameworks including a proprietary online research platform. Intersperience has significant global expertise and an international research hub at Lancaster University which conducts research in more than 60 languages as well as associates in major global markets. Intersperience is an expert in how technology impacts on consumer behaviour and multi-channel customer service strategy. Clients include:The British Council; General Motors; Iceland; Samsung; ScottishPower; and William Hill.

For more information:

Tel: + 44 (0) 15395 65450