This post explains how our team developed our final 6 personas.
We conducted a survey of users' demographics, behaviour and airport use. The survey was conducted online and distributed through email and social media channels. There were 40 responses, 2 were discounted as they were duplicate entries. The survey was mainly completed by friends and family of group members.
Points of consideration when creating personas:
- Due the the distribution modes, questions around technology and social-media use are likely to be biased towards high use of both. This will be taken into account when personas are created to ensure that users who are low-moderate technology and social-media users are represented.
- The question ‘Have you visited the Brisbane Domestic Airport before?’ had a ‘Yes’ result of 95%. As our brief is for a new airport and our survey consisted of people who mainly live in Brisbane, we have also include personas of users who are visiting an airport for the first time.
- The survey was in English, so all responses will be from people who are fluent in English. This is not reflective of airport users so will take this into account.
The results were compiled, and user attributes/behaviours were clustered as illustrated below:
Persona 1 data
Age
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50-59, 60-69 (8 total)
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Gender
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Female (6/8)
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Language
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All native English speakers
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Occupation
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4 Part-time, 2 full-time, 2 retired
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How often visit an airport
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A couple of times a year (6/8)
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How often fly
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A couple of times a year (7/8)
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Last time you flew
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within past year
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Check-in method
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1 staffed, 3 online, 4 kiosk
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Check-in time
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more than 1.5hours before flight (5/8)
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Reason for travel
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Personal (3 holiday, 4 family, 1 both)
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Travel destination
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3 interstate, 4 within qld
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Waiting
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3 tablet, 2 magazine, 3 smartphone, 2 cafe/food, 2 paper book
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Smartphone
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7/8
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Tablet
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6/8
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Personal computer use
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multiple times a day (6/8)
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Social Media use
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4 multiple times, 2 once a day, 1 once a week, 1 never.
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Transport to Brisbane Airport
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Friend/family pickup by car (5)
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Transport to a new aiport to you
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3 Had friend/family pick up by car, 2 Rental, 2 public transport, 2 airport transfer
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What would you change?
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“That they do not load you on plane and then have to sit in plane for an hour or have you queue at the gate for ages waiting to board”
“Customs queues”
“Not having to check in so early.”
“Food dear and not good always.”
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Persona 1 Summary: Retiree Judy
Female in late 50s, works part-time transitioning to retirement and travelling more. Flies a couple of times a year for personal reasons, sometimes for a holiday, sometimes to visit family either interstate or within qld. Checks in at kiosk at airport but arrives more than 1.5 hours early when they only need to be there 30mins ahead of time. The don’t like being rushed and want to allow time to check-in, security, find their way. They own a smartphone and most likely a tablet but their social media use is sporadic (used mainly to see photos family posts). Queues and waiting are their main pain points.
Persona 2 & 3 data
Persona 2
20s, native english
5 results
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Persona 3
20s, non-native english
7 results
| |
Age
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20-29
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20-29
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Gender
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4 female, 3 male
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Female
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Language
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Native English
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not native english, but fluent
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Occupation
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3 Working full time, 2 part time
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Student, works part-time
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How often visit an airport
|
A couple of times a year
|
A couple of times a year
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How often fly
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A couple of times a year (4/5)
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A couple of times a year (7/8)
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Last time you flew
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within the past year
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within the past year
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Check-in method
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2 Online, 1 app, 2 kiosk
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3 online, 2 kiosk, 1 staffed desk, 1 app
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Check-in time
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1 hour (4/5)
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1.5 hours (4/7)
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Reason for travel
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Personal Holiday (3/5)
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Personal Holiday (4/7)
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Travel destination
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3 International, 2 Interstate
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International (6/7)
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Waiting
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4 Smartphone, 1 laptop, 1 tablet, 3 food, 1 ebook, 2 paper book, 1 Magazine, 1 Nintendo DS
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7 Smartphone, 1 magazine, 3 food, 2 tablet, 1 laptop
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Smartphone
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all
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all
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Tablet
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all
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5/7
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Personal computer use
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multiple times a day
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multiple times a day (6/7)
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Social media use
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multiple times a day
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multiple times a day (6/7)
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Transport to Brisbane Airport
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Friend/family pickup by car
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2 Airtrain, 2 airport transfer, 2 taxi, 1 bus, 1 friend/family
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Transport to a new aiport to you
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2 airport transfers, 2 public transfers, 1 rental car, 1 family/friend
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4 public transport, 2 friend/family, 1 taxi, 1 UQ service
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What would you change?
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“Better chairs”
“Faster lines”
“Better seating or sleeping areas”
“Uncomfortable seats”
“More charging stations for phones, laptops etc.”
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“Paying methods (multiple currencies)”
“Entertainment during transfer between two flights”
“Do something to shorten the waiting lines.”
“free wifi”
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Persona 2 Summary: Weekender William
Male, 20s, works full-time, travelling interstate for holiday, travels a couple of times a year, owns multiple devices, high technology user. Checks in online or on app. Pain points: wants comfortable spaces at airport and somewhere to charge devices.
Persona 3 summary: Backpacker Bridget
Female, 20s, fluent in english but not native speaker, international student who travels home overseas and also interstate for holidays, works part-time, competent with technology. Checks in online or on app.
Persona 4 & 5 data
Persona 4
30-49yrs, online check-in,
no business travel
5 results
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Persona 5
30-49yrs, not online check-in,
no business travel
7 results
| |
Age
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30-39 years, 40-49 years
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30-39 years, 40-49 years
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Gender
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Female (4/5)
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Male (3/7)
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Language
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4x native english
1x not native but fluent in english
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6x native english
1x not native but fluent in english
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Occupation
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Working full time (3/5)
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Working full time (4/7)
Home duties (1/7)
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How often visit an airport
|
a couple times a year (4/5)
|
a couple of times a year (4/7)
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How often fly
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a couple of times a year (3/5)
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less than once a year (2/7)
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Last time you flew
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within the past year
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1-3 years ago (3/7)
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Check-in method
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Online
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Kiosk (4/7)
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Check-in time
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1 hour (3/5)
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1 hour (4/7)
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Reason for travel
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personal holiday
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personal holiday (5/7)
personal visit family (2/7)
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Travel destination
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interstate
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interstate (5/7)
within qld (1/7)
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Waiting
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Smartphone
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smartphone (6/7)
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Smartphone
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Yes
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Yes
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Tablet
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Yes (4/5)
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Yes (5/7)
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Personal computer use
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multiple times a day (4/5)
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multiple times a week (2/7)
once a day (2/7)
once a week (1/7)
= < multiple time a day (5/7)
|
Social media use
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multiple times a day (4/5)
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multiple times a day (4/7)
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Transport to Brisbane Airport
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friend/family (4/5)
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friend/family
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Transport to a new aiport to you
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public transport (3/5)
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public transport (3/7)
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What would you change?
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“More obvious signs/ a clearer path to luggage collection points. “
“Food prices.”
“Free trolleys for baggage”
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“More water bubblers”
“Cheaper parking”
“Travellators added due to extensive walking with baggage and small children can be complicated. The trolleys are not suitable for pushing with a small child if you are on your own and aren't using a pram.”
“In Brisbane - pick up and drop off. Public transport is terrible, the passenger drop off section is a long way from the terminal (sucks if you are running late) and very very busy, taxi lines not well serviced + expensive. “
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Persona 4 Summary: International Ingrid
Female, 30s, English as a second Language, but not fluent, works full-time, flies a couple of times a year, checks in online, flying interstate for a holiday. Smartphone use high. Pain points: More obvious signs/ a clearer path to luggage collection points
Persona 5 summary: Juggle James
Male, 30s, works full-time, partner is a stay at home mum. Visits airport a couple of times a year, flies less than once a year, last time flew was 1-3 years ago. Checks in at airport kiosk, travelling within qld to visit family. Uses tablet for personal use more often than personal computer. Pain points: Travellators added due to extensive walking with baggage and small children can be complicated. The trolleys are not suitable for pushing with a small child if you are on your own and aren't using a pram. Public transport is terrible, the passenger drop off section is a long way from the terminal (esp. if you are running late) and very very busy, taxi lines not well serviced + expensive.
Persona 6 data
Persona 6
Business travel
6 results
| |
Age
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20-49 years
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Gender
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Female (5/6)
Male (1/6)
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Language
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Native english (5/6)
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Occupation
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working full time (3/6)
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How often visit an airport
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couple of times a year (3/6)
> once a month (2/6)
4-5 times a year (1/6)
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How often fly
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a couple of times a year (4/6)
once a month (2/6)
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Last time you flew
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within the past year (5/6)
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Check-in method
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Online (5/6)
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Check-in time
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1 hour (4/6)
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Reason for travel
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Business
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Travel destination
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Interstate (4/6)
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Waiting
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smartphone (4/6)
tablet (4/6)
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Smartphone
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Yes
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Tablet
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Yes (5/6)
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Personal computer use
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multiple times a day (4/6)
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Social media use
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multiple times a day (5/6)
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Transport to Brisbane Airport
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friend/family (4/6)
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Transport to a new aiport to you
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public transport (2/6)
taxi (2/6)
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What would you change?
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“Amenities more clearly marked - toilets, info desk, transport”
“more entertainment value”
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