The Future is Emotional and Utilitarian
decision analysis partners conducted a study on the future of mail for an undisclosed client. To support the study, we conducted two focus groups with specific population segments to better understand their views and uses of the mail, as well as how they could be enhanced.
The focus groups revealed that participants had an emotional as well as a utilitarian connection with mail, and that they perceived mail as a complement to digital communications. Our study also examined the impact of new forms of marketing on the future of the mail as well as trends and emerging applications including digital paper and the role of legacy postal organizations.