ASSESSMENT OF THE QUALITATIVE RESEARCHON

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

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

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

ATTITUDES ABOUT DELIVERY PERFORMANCE

Both consumers and small businesses are satisfied with the delivery performance

Concerns

1. inconsistent delivery times2. inaccurate delivery4. jammed mailboxes

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

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

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

KEY ISSUES

Key issues

Environmental concerns Perceptions that security and safety problems could increase

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

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

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

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