Skyscanner

The Challenge

As a business, Skyscanner operates primarily as a hosting and aggregation platform for major airlines. Because users typically complete their booking journey on third-party airline sites, Skyscanner lacked a direct window into customer perceptions and experiences. This gap meant it was difficult to understand whether the platform itself was meeting visitor needs, or where improvements could be made. To address this, Skyscanner required primary research to capture feedback from users at the very moment they finished their Skyscanner journey — ensuring the site and app were delivering against expectations.

The Solution

Skopos designed and implemented a quantitative pop-under intercept survey, triggered for visitors at the point of completing their Skyscanner session. Key features of the approach included:

In-the-moment capture of user attitudes and behaviours, ensuring accuracy and minimising recall bias.
Integration across both site and app environments, providing a holistic view of usage patterns.
Questioning that identified pain points, satisfaction drivers, and potential gaps in functionality and design.

This method gave Skyscanner a direct voice of customer channel that had not previously been accessible under its business model.

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The Outcome

The research delivered immediate and ongoing benefits:

A real-time understanding of how well Skyscanner was meeting customer needs.
Clear identification of optimisation opportunities across site design, user journey, and functionality.
A feedback loop directly linked to the CRM team, enabling them to respond quickly to user issues and integrate insights into customer relationship strategies.

By establishing this always-on customer feedback mechanism, Skyscanner was able to embed the customer voice into decision-making, ensuring the platform continually evolved to better meet user expectations while maintaining its competitive edge in the travel marketplace.

Skyscanner

The Challenge

The Solution

The Outcome

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