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Marketing Research Case Study

City of Dallas

Client: City of Dallas

Focus: Love Field Airport Traveler Satisfaction Surveys

An urban airport like Dallas’ Love Field is more than just an airline gateway, it’s a “front-line ambassador” for the City of Dallas. With this in mind, the airport and the City of Dallas called on CMI to conduct a survey to capture the experience and overall satisfaction of the average Love Field traveler—information that would then be compared to the performance of major airports around the world.

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Services provided by CMI include:

  • Survey creation.
  • Development of an “intercept interview” plan.
  • Onsite data collection team who conducted thousands of interviews over the course of two years.
  • Collection and aggregation of interviewee responses.
  • Coding of data for analysis.
  • Delivery of data to the analyst group responsible for conducting benchmarking.
  • Translation of completed analysis’ scientific language into more user-friendly language the airport could leverage for short- and long-term planning.

In addition to the specific survey data, we captured additional information that would help the airport in its customer service and public relations efforts. An example of this was our collection of email addresses of individuals who were interested in getting updates, alerts, and news from the airport.

The initial survey was just the beginning. CMI continues to gather data and meet quarterly with the City’s Aviation Department executive team members to present current results; assist the airport with data for prioritizing and implementing facility upgrades; enhancing its selection of amenities; assuring a high, overall caliber of service; and identifying other information that would add value to the ongoing research. This marketing research project has also led to many others, including the delivery of measurable data on:

  • Travelers’ impressions of Love Field during and after its recent remodel.
    Consumer satisfaction regarding airport parking.
  • Consumer feedback on Love Field’s general aviation operations.
    and, soon,
  • Consumer feedback on airport employee performance.


“I have worked with Royalyn Reid and the CMI team for about eight years now. During this period, they have provided extremely valuable information and data about how services are being delivered. I have been particularly impressed with the thoroughness of their information and the soundness of the recommendations. As a result of their work, the City of Dallas has been able to make significant improvements in customer service—both here at the airport and in other City departments.” – Dallas’ Assistant Director of Aviation