{"data":{"prismic":{"allBlog_pages":{"edges":[{"node":{"heading":[{"type":"heading1","text":"Keep up with the latest news and expert opinion from us all at Great State","spans":[{"start":33,"end":47,"type":"strong"}]}],"seodescription":[{"type":"paragraph","text":"Keep up to date with our latest thinking and news from Great State and in the wider digital landscape","spans":[]}],"seotitle":[{"type":"paragraph","text":"Blog","spans":[]}]}}]},"allBlog_articles":{"edges":[{"node":{"article_type":"Reports","title":[{"type":"heading1","text":"An Effortless Future: How Gen Z is redefining effort, loyalty and what \"good\" looks like online","spans":[{"start":3,"end":13,"type":"strong"},{"start":35,"end":46,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Our latest research revealed that designing for effortlessness is now a key strategic imperative to winning Gen Z. Don't waste money on hype. Focus on performance. Find out more here.","spans":[],"direction":"ltr"}],"seodescription":[{"type":"paragraph","text":"Our latest research revealed that designing for effortlessness is now a key strategic imperative to winning Gen Z. Don't waste money on hype. Focus on performance. Find out more here.","spans":[],"direction":"ltr"}],"seotitle":[{"type":"paragraph","text":"An Effortless Future: How Gen Z is redefining effort, loyalty and what \"good\" looks like online","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null,"profile_picture":null},"published":"2026-01-15","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aZiGpsFoBIGEgm0s_GSwebsiteheader.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/1645dfbf59191549e47ca125d21b9619/ea5de/aZiGpsFoBIGEgm0s_GSwebsiteheader.png","srcSet":"/static/1645dfbf59191549e47ca125d21b9619/6b0e5/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 200w,\n/static/1645dfbf59191549e47ca125d21b9619/a489e/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 400w,\n/static/1645dfbf59191549e47ca125d21b9619/ea5de/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 800w,\n/static/1645dfbf59191549e47ca125d21b9619/b36f0/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 1200w,\n/static/1645dfbf59191549e47ca125d21b9619/cfd9e/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 1600w,\n/static/1645dfbf59191549e47ca125d21b9619/96abc/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 1808w","srcWebp":"/static/1645dfbf59191549e47ca125d21b9619/0c129/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp","srcSetWebp":"/static/1645dfbf59191549e47ca125d21b9619/0e93d/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 200w,\n/static/1645dfbf59191549e47ca125d21b9619/2259f/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 400w,\n/static/1645dfbf59191549e47ca125d21b9619/0c129/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 800w,\n/static/1645dfbf59191549e47ca125d21b9619/45222/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 1200w,\n/static/1645dfbf59191549e47ca125d21b9619/1f191/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 1600w,\n/static/1645dfbf59191549e47ca125d21b9619/70720/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"an-effortless-future-gen-z-report"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Shifting States: A new way for brands to understand Gen Z's fluid state of mind","spans":[{"start":9,"end":15,"type":"strong"},{"start":60,"end":71,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Shifting States is the name of our UK representative research into Gen Z that offers brands a new way to connect with a generation defined by change. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WcaxsAHJWomDMv_SSblogheader.png?auto=format,compress"},"article_type":"Reports","published":"2025-02-14","link":{"uid":"shifting-states-gen-z-insight-report"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WcaxsAHJWomDMv_SSblogheader.png?auto=format,compress"},"_meta":{"uid":"shifting-states-gen-z-insight-report"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Loyalty By Design | How To Build Digital Experiences Gen Z Choose To Return To","spans":[{"start":0,"end":17,"type":"strong"},{"start":53,"end":58,"type":"strong"},{"start":69,"end":75,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The latest phase in our Gen Z insight programme has landed. 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Gen Z may be setting the benchmark, but these expectations are now shaping behaviour across every generation.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Inside An Effortless Future, you’ll find:","spans":[{"start":7,"end":27,"type":"em"},{"start":7,"end":27,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/shifting-states-gen-z-and-the-future-of-digital-experience/","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"→  New data revealing where friction erodes loyalty","spans":[],"direction":"ltr"},{"type":"paragraph","text":"→  Insight from UX, technology, strategy and creative leaders on what “effortless” really means in practice","spans":[],"direction":"ltr"},{"type":"paragraph","text":"→ A practical approach to using imperfect or ‘bad’ data to design lower-effort experiences","spans":[],"direction":"ltr"},{"type":"paragraph","text":"→ Clear recommendations to help you move from principle to implementation","spans":[],"direction":"ltr"},{"type":"paragraph","text":"→ Visual frameworks and infographics you can use internally","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If you lead digital, product or brand experience, this report will help you focus effort (and budget) where it actually makes a difference.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Access all of the insight and get ready to unlock your Gen Z advantage here.","spans":[{"start":43,"end":75,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/shifting-states-gen-z-and-the-future-of-digital-experience/","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"an-effortless-future-gen-z-report"}}},{"node":{"article_type":"Reports","title":[{"type":"heading1","text":"Loyalty By Design | How To Build Digital Experiences Gen Z Choose To Return To","spans":[{"start":0,"end":17,"type":"strong"},{"start":53,"end":58,"type":"strong"},{"start":69,"end":75,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The latest phase in our Gen Z insight programme has landed. 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","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Gary Trimnell","job_title":"Technical Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.png?auto=format,compress"},"article_type":"Tech","published":"2025-04-09","link":{"uid":"hacking-genai-from-ideas-to-organisational-impact"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.png?auto=format,compress"},"_meta":{"uid":"hacking-genai-from-ideas-to-organisational-impact"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Brands everywhere face an existential challenge: how do we attract Gen Z and keep them coming back? ","spans":[{"start":99,"end":100,"type":"em"},{"start":99,"end":100,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"After surveying 2,200 UK-based participants, including 350 Gen Z digital deep dives, we've found the answer.  In Loyalty By Design, we cracked the Gen Z loyalty code. \n\nIn this report, you’ll find: ","spans":[],"direction":"ltr"},{"type":"list-item","text":"First-hand insights from Gen Z: what drives them away online, and what keeps them coming back","spans":[],"direction":"ltr"},{"type":"list-item","text":"Key quantitative findings drawn from our three-phase research ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Real-world examples from DX leaders at ASOS, Waitrose and 
Jaguar Land Rover (JLR) ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Immediate actions to help you create digital experiences Gen Z choose to return to.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Read it here.","spans":[{"start":0,"end":13,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.figma.com/proto/31sb06DVgm0AECm2wSw4zy/Shifting-States?node-id=3938-2000&p=f&t=HPuj2YA6vmz2Wb9N-0&scaling=contain&content-scaling=fixed&page-id=3938%3A1999","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"loyalty-by-design-gen-z-report"}}},{"node":{"article_type":"Reports","title":[{"type":"heading1","text":"Shifting States: A new way for brands to understand Gen Z's fluid state of mind","spans":[{"start":9,"end":15,"type":"strong"},{"start":60,"end":71,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Shifting States is the name of our UK representative research into Gen Z that offers brands a new way to connect with a generation defined by change. ","spans":[],"direction":"ltr"}],"seodescription":[{"type":"paragraph","text":"Shifting States is the name of our UK representative research into Gen Z that offers brands a new way to connect with a generation defined by change. 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","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Ruston Butcher","job_title":"Account Director"},"thumbnail":{"dimensions":{"width":1200,"height":674},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/c9c3b9fa-6ee4-4652-b398-56dd3a1859c3_Blog_Burst_Cover_1200x674.jpg?auto=compress,format"},"article_type":"News","published":"2023-04-04","link":{"uid":"a-burst-of-gen-z-activity"},"image":{"dimensions":{"width":1200,"height":674},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/c9c3b9fa-6ee4-4652-b398-56dd3a1859c3_Blog_Burst_Cover_1200x674.jpg?auto=compress,format"},"_meta":{"uid":"a-burst-of-gen-z-activity"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"The Higher Education Digital Experience Report","spans":[{"start":0,"end":46,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Our new research deep dives into the current digital landscape of Higher Education. The results reveal an emerging Digital Experience Gap within universities, which is only set to increase.","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Nicola Hinds","job_title":"Strategy Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/830c9665-ab90-47ca-b350-9298f62a7854_GS_HE_Blog.png?auto=compress,format"},"article_type":"Reports","published":"2022-06-21","link":{"uid":"the-higher-education-digital-experience-report-2022"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/830c9665-ab90-47ca-b350-9298f62a7854_GS_HE_Blog.png?auto=compress,format"},"_meta":{"uid":"the-higher-education-digital-experience-report-2022"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Introducing Shifting States: your guide to understanding your next generation of consumers. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Gen Z is often seen as unpredictable, shifting direction seemingly at random. But we believe there’s more to the story. Shifting States offers a new perspective on their nature and how brands can adapt to meet them where they are and where they’re going.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Access the report here.","spans":[{"start":0,"end":22,"type":"hyperlink","data":{"link_type":"Web","url":"https://greatstate.cdn.prismic.io/greatstate/aZh75MFoBIGEgmuG_ShiftingStates1.0_Compressed.pdf","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"This is our proprietary research into the digital needs, wants, attitudes and beliefs when it comes to Gen Z. We reached out to 1800 participants, conducted over 350 Gen Z deep dives to reveal 64 brand and digital data points.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"What you’ll learn:","spans":[],"direction":"ltr"},{"type":"list-item","text":"Why Gen Z seem so different to previous generations  ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Surprising stats about their relationship with brands, trends and technology ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Practical steps your brand can take to adapt to Shifting States","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This is not the last word on an evolving subject, but a contribution to an industry challenge that’s yet to be solved.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"One thing is for sure: Shifting States will challenge what you thought you knew about Gen Z.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Access the report here.","spans":[{"start":0,"end":22,"type":"hyperlink","data":{"link_type":"Web","url":"https://greatstate.cdn.prismic.io/greatstate/aZh75MFoBIGEgmuG_ShiftingStates1.0_Compressed.pdf","target":"_self"}}],"direction":"ltr"}]}}],"_meta":{"uid":"shifting-states-gen-z-insight-report"}}},{"node":{"article_type":"Reports","title":[{"type":"heading1","text":"The Higher Education Digital Experience Report","spans":[{"start":0,"end":46,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Our new research deep dives into the current digital landscape of Higher Education. 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","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Doug Nestor","job_title":"Head of Business Development"},"thumbnail":{"dimensions":{"width":904,"height":508},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/1d5630d3-0814-4eed-806b-41e231a61ada_MicrosoftTeams-image+%2825%29+2.png?auto=compress,format"},"article_type":"Opinion","published":"2021-07-23","link":{"uid":"a-university-of-experiences"},"image":{"dimensions":{"width":904,"height":508},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/1d5630d3-0814-4eed-806b-41e231a61ada_MicrosoftTeams-image+%2825%29+2.png?auto=compress,format"},"_meta":{"uid":"a-university-of-experiences"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Collaborate, Don’t Compete – The Evolving Agency-Client Bond","spans":[],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Here we explore a new landscape; where agencies provide other specialisms, skills and experience to augment and enhance our clients’ teams.","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Jack Ashdown","job_title":"Creative Director"},"thumbnail":{"dimensions":{"width":904,"height":508},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/b57954ec-7b44-4930-96fa-7a2e15c2c210_MicrosoftTeams-image+%2847%29.png?auto=compress,format"},"article_type":"Opinion","published":"2021-12-17","link":{"uid":"collaborate-dont-compete--the-changing-relationship-between-agency-and-client"},"image":{"dimensions":{"width":904,"height":508},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/b57954ec-7b44-4930-96fa-7a2e15c2c210_MicrosoftTeams-image+%2847%29.png?auto=compress,format"},"_meta":{"uid":"collaborate-dont-compete--the-changing-relationship-between-agency-and-client"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Our new research deep dives into the current digital landscape of Higher Education. Over 2,000 students were surveyed and university leaders interviewed, with the results revealing an emerging Digital Experience Gap within universities, which is only set to increase. ","spans":[]},{"type":"paragraph","text":"Download the Higher Education Digital Experience Report 2022","spans":[{"start":0,"end":60,"type":"hyperlink","data":{"link_type":"Web","url":"https://prismic-io.s3.amazonaws.com/greatstate/bfb40d4d-a437-49ae-81f8-3d3cab55ad50_The+Higher+Education+Digital+Experience+Report+2022.pdf"}}]},{"type":"paragraph","text":"Every university has ‘gone digital’ to varying degrees to better support its student population. These transformations are by no means complete, and digital experiences that support students’ university lives outside learning are even further behind. ","spans":[]},{"type":"paragraph","text":"This report looks in detail at what students expect from their university’s digital experience, the benefit to universities of meeting – and even exceeding – those expectations, and the challenges universities face in attempting to close the Digital Experience Gap. ","spans":[]},{"type":"paragraph","text":"Our research found that students expect the quality of the digital experience offered by their university to be as good as that offered face-to-face. The vast majority also believe the right digital experience would help them manage their wider student life, perform better academically, feel a part of the university, and maintain mental wellbeing. These are all factors which reduce undergraduate drop out and drive overall university performance. In addition, half the students we surveyed said the quality of a university’s digital experience was the key factor in their choice of where to study. ","spans":[]},{"type":"paragraph","text":"What’s more, there are significant differences in the adoption of these experiences by key segments of the student population. At a time when universities are actively trying to tackle diversity, inclusivity and equality, it’s alarming to discover that the students they’re trying hardest to attract may be those least likely to expect, engage with, or get value from digital experiences. ","spans":[]},{"type":"paragraph","text":"Our report not only reveals insights but offers much needed guidance to universities that is needed in order to future proof higher education institutions as well as keep both academic and other outcomes high in an ever competing sector. ","spans":[]},{"type":"paragraph","text":"Download the Higher Education Digital Experience Report 2022","spans":[{"start":0,"end":60,"type":"hyperlink","data":{"link_type":"Web","url":"https://prismic-io.s3.amazonaws.com/greatstate/bfb40d4d-a437-49ae-81f8-3d3cab55ad50_The+Higher+Education+Digital+Experience+Report+2022.pdf"}}]}]}}],"_meta":{"uid":"the-higher-education-digital-experience-report-2022"}}},{"node":{"article_type":"Reports","title":[{"type":"paragraph","text":"Latest report: the reality of transformation","spans":[{"start":19,"end":44,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Despite being a widely-used concept since the early 2000s, transformation is..","spans":[]}],"seodescription":null,"seotitle":[{"type":"paragraph","text":"Latest report: the reality of transformation","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Nicola Hinds","job_title":"Strategy 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been on the business agenda for some time, but..","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Nicola Hinds","job_title":"Strategy Director"},"thumbnail":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/8241bbfdee1371471fd637c18cb431ae72b875fd_transformation-still-talking-about_opinion_844x475.jpg?auto=compress,format"},"article_type":"Opinion","published":"2019-01-09","link":{"uid":"why-were-still-talking-about-digital-transformation"},"image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/8241bbfdee1371471fd637c18cb431ae72b875fd_transformation-still-talking-about_opinion_844x475.jpg?auto=compress,format"},"_meta":{"uid":"why-were-still-talking-about-digital-transformation"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Despite being a widely-used concept since the early 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You may even sit back and realise you’re way ahead of the game. There’s only one way to find out!\n\nTo read the full report please click here.","spans":[{"start":257,"end":261,"type":"hyperlink","data":{"link_type":"Media","name":"GS Transformation Report.pdf","kind":"document","url":"https://greatstate.cdn.prismic.io/greatstate/f84f12c9-dd8e-446a-a277-f6940bb8cc60_GS+Transformation+Report.pdf","size":"933019"}}]}]}}],"_meta":{"uid":"latest-report-the-reality-of-transformation"}}},{"node":{"article_type":"Reports","title":[{"type":"paragraph","text":"Great Expectations: the travel issue","spans":[{"start":24,"end":31,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Over the past decade, the number of flights taken by people from the UK has..","spans":[]}],"seodescription":null,"seotitle":[{"type":"paragraph","text":"Great Expectations: the travel issue","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Kate Fitzpatrick","job_title":"Lead Strategist","profile_picture":{"dimensions":{"width":500,"height":500},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/0a8c248dfedc97a6f02bfae06a538b283f5eae39_gs-avatar-katefitz.jpg?auto=compress,format"}},"published":"2018-12-03","image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/f14a0cf0-e8ed-49df-8f28-f1018bc2456f_Travel_Report_844x475%5B1%5D.jpg?auto=compress,format"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.776842105263158,"src":"/static/7555586037a888b724e393005508ca58/d47f1/f14a0cf0-e8ed-49df-8f28-f1018bc2456f_Travel_Report_844x475%255B1%255D.jpg","srcSet":"/static/7555586037a888b724e393005508ca58/b5b92/f14a0cf0-e8ed-49df-8f28-f1018bc2456f_Travel_Report_844x475%255B1%255D.jpg 200w,\n/static/7555586037a888b724e393005508ca58/3ff6e/f14a0cf0-e8ed-49df-8f28-f1018bc2456f_Travel_Report_844x475%255B1%255D.jpg 400w,\n/static/7555586037a888b724e393005508ca58/d47f1/f14a0cf0-e8ed-49df-8f28-f1018bc2456f_Travel_Report_844x475%255B1%255D.jpg 800w,\n/static/7555586037a888b724e393005508ca58/266c3/f14a0cf0-e8ed-49df-8f28-f1018bc2456f_Travel_Report_844x475%255B1%255D.jpg 844w","srcWebp":"/static/7555586037a888b724e393005508ca58/0c129/f14a0cf0-e8ed-49df-8f28-f1018bc2456f_Travel_Report_844x475%255B1%255D.webp","srcSetWebp":"/static/7555586037a888b724e393005508ca58/0e93d/f14a0cf0-e8ed-49df-8f28-f1018bc2456f_Travel_Report_844x475%255B1%255D.webp 200w,\n/static/7555586037a888b724e393005508ca58/2259f/f14a0cf0-e8ed-49df-8f28-f1018bc2456f_Travel_Report_844x475%255B1%255D.webp 400w,\n/static/7555586037a888b724e393005508ca58/0c129/f14a0cf0-e8ed-49df-8f28-f1018bc2456f_Travel_Report_844x475%255B1%255D.webp 800w,\n/static/7555586037a888b724e393005508ca58/43f98/f14a0cf0-e8ed-49df-8f28-f1018bc2456f_Travel_Report_844x475%255B1%255D.webp 844w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"great-expectations-the-travel-issue"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"paragraph","text":"Loyalty and retention in digital travel","spans":[{"start":25,"end":39,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"At a recent breakfast roundtable, we were joined by a host of brands including..","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Nicola Hinds","job_title":"Strategy Director"},"thumbnail":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/56e52ee98d33865312205d5ff6c0edc3f79f5be9_travel-loyalty_opinion_844x475.jpg?auto=compress,format"},"article_type":"Opinion","published":"2019-06-13","link":{"uid":"loyalty-and-retention-in-digital-travel"},"image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/56e52ee98d33865312205d5ff6c0edc3f79f5be9_travel-loyalty_opinion_844x475.jpg?auto=compress,format"},"_meta":{"uid":"loyalty-and-retention-in-digital-travel"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"paragraph","text":"Five strategic building blocks to better content delivery","spans":[{"start":5,"end":30,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"The role of a strategist is chiefly to provide direction. We enable our clients to..","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Kate Fitzpatrick","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/a6e026425e748fee23bb0b565500ec09753a4b75_strategic_building_blocks_opinion_844x475.jpg?auto=compress,format"},"article_type":"Opinion","published":"2019-04-12","link":{"uid":"five-strategic-building-blocks-to-better-content-delivery"},"image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/a6e026425e748fee23bb0b565500ec09753a4b75_strategic_building_blocks_opinion_844x475.jpg?auto=compress,format"},"_meta":{"uid":"five-strategic-building-blocks-to-better-content-delivery"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Over the past decade, the number of flights taken by people from the UK has risen by nearly a quarter. On the face of it, the travel industry is in rude health.","spans":[{"start":0,"end":160,"type":"strong"}]},{"type":"paragraph","text":"But more brands than ever now compete for consumers' spend. Many are attempting to become a platform or a 'one stop shop' for everything a traveller needs – offering joined up choices, convenience and ease, and a personalised service. By developing all-encompassing services, these brands are aiming to win by having the majority share of consumers' attention, data and spend. Who will win out and who will slide into irrelevance?","spans":[]},{"type":"paragraph","text":"In this report, we've analysed how the travel market continues to evolve and examined what brands need to do to maintain their relevance.","spans":[]},{"type":"paragraph","text":"In a series of articles, we've explored Ryanair's ambition to become the 'Amazon of travel'; the threat Google poses to the market; how airports and airlines can improve their customer experience and drive their revenues; and how serverless technology can transform a company's development process.","spans":[]},{"type":"paragraph","text":"We have shared key insights uncovered at our Brand Leaders’ event, where we discussed the barriers to transformation that the industry must overcome, together with senior leaders from Japan Airlines, Holiday Extras, Eurostar, Trainline and Bristol Airport.","spans":[]},{"type":"paragraph","text":"Last autumn we conducted some additional quantitative research, asking 1154 UK holidaymakers for their point of view on the travel service and experience provided by brands. We explored loyalty and trust, including which brands they considered most reliable and reputable, getting an understanding of their expectations, to help identify the frustrations and improvements which could make all the difference to their journey.","spans":[]},{"type":"paragraph","text":"To read the full report please click here.","spans":[{"start":37,"end":41,"type":"hyperlink","data":{"link_type":"Media","name":"GS Travel Report.pdf","kind":"document","url":"https://greatstate.cdn.prismic.io/greatstate/3802b42b-31c2-464f-83bf-3571b00d116d_GS+Travel+Report.pdf","size":"1107292"}}]}]}}],"_meta":{"uid":"great-expectations-the-travel-issue"}}},{"node":{"article_type":"Reports","title":[{"type":"paragraph","text":"Great Expectations: The Football Issue","spans":[{"start":24,"end":33,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Great State are delighted to announce the launch of a new deep dive report into..","spans":[]}],"seodescription":null,"seotitle":[{"type":"paragraph","text":"Great Expectations: The Football 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Director"},"thumbnail":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/3dfc9b50-8b45-4e00-8fae-1fb6b87524c8_AVFC_Win_News_844x475%5B1%5D.jpg?auto=compress,format"},"article_type":"News","published":"2018-09-07","link":{"uid":"new-client-working-with-aston-villa-to-future-proof-their-digital-strategy"},"image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/3dfc9b50-8b45-4e00-8fae-1fb6b87524c8_AVFC_Win_News_844x475%5B1%5D.jpg?auto=compress,format"},"_meta":{"uid":"new-client-working-with-aston-villa-to-future-proof-their-digital-strategy"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"User Research as a Team Sport – How to Empower Your Team","spans":[],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The motto ‘user research is a team sport’ is something that is often..","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Guest","job_title":null},"thumbnail":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/0b31f8c824a7538f633d66734dff67808d141fae_user-research-team-sport_opinion_844x475.jpg?auto=compress,format"},"article_type":"Opinion","published":"2018-11-23","link":{"uid":"user-research-as-a-team-sport---how-do-you-enable-your-team-to-play"},"image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/0b31f8c824a7538f633d66734dff67808d141fae_user-research-team-sport_opinion_844x475.jpg?auto=compress,format"},"_meta":{"uid":"user-research-as-a-team-sport---how-do-you-enable-your-team-to-play"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Great State are delighted to announce the launch of a new deep dive report into digital disruption in the football sector.","spans":[]},{"type":"paragraph","text":"Digital disruption in the football sector is changing the way 'the beautiful game' is both consumed and played. In this timely insight report we reveal the seven expectation gaps between consumers and sports brands and warn sponsors and the media to adopt a fan first strategy – or face permanent relegation.","spans":[]},{"type":"paragraph","text":"Fans and young players are turning to digital channels in their millions. They love the 24/7 fix and engaging in authentic content generated for and by them. Global engagement in the game is exploding and its reach is changing, with professional women’s leagues closing the gender gap and the youth market turning to freestyle, a new variant on the game, played and watched by millions around the world. It’s independent and raw, it’s skill-based and you don’t need an 11-aside or to rent an expensive pitch to play it.","spans":[]},{"type":"paragraph","text":"Football as live entertainment is taking a new twist too. The Wembley Cup for example, plays to a packed audience of young fans and sees amateur YouTube football stars competing against a team of legends, all voted for by their online audience. The digital generation is leaving the Premier League stadiums behind – the average attendee age is now estimated to be a staggering 49.","spans":[]},{"type":"paragraph","text":"There are huge opportunities for sports brands willing to sacrifice the old model and its expensive partnerships in favour of evolving their business and creating new products and services to better meet the rising expectations of today’s consumer.","spans":[]},{"type":"heading3","text":"The figures speak for themselves:","spans":[]},{"type":"list-item","text":"Sky Sports has 5 million subscribers, while the Ball Street Network of fan channels engages with over 50 million people around the world","spans":[]},{"type":"list-item","text":"Twitch, the leading hub for eSports, has over 100 million active monthly users","spans":[]},{"type":"list-item","text":"Copa90's Saturdays are Lit Snapchat show garnered 49 million views globally last season","spans":[]},{"type":"list-item","text":"the World Freestyle Football Association attracts on average 60 million YouTube hits each month","spans":[]},{"type":"paragraph","text":"Says James Kirkham, Head of Copa90 “We don’t believe that a diet solely of old media can any longer satisfy the appetite of a modern football fan.”","spans":[{"start":0,"end":34,"type":"strong"}]},{"type":"paragraph","text":"Says Robbie Lyle, founder, ArsenalFanTV “There’s a massive market out there that’s not being exploited at the moment. It’s a changing world and you’ve got to change with it.”","spans":[{"start":0,"end":39,"type":"strong"}]},{"type":"paragraph","text":"Following a successful launch at the Festival of Marketing, Digital Transformation Stage on Oct 5, we are now open to press enquiries, with authors and contributors available for interview upon request.","spans":[]},{"type":"paragraph","text":"Contact Us","spans":[{"start":0,"end":10,"type":"strong"}]},{"type":"paragraph","text":"The authors and key contributors are also available for interview on request. Please send all press enquiries to hello@greatstate.co.","spans":[{"start":113,"end":133,"type":"strong"},{"start":113,"end":132,"type":"hyperlink","data":{"link_type":"Web","url":"mailto:hello@greatstate.co"}}]}]}}],"_meta":{"uid":"great-expectations-the-football-issue"}}}],"totalCount":7}}},"pageContext":{"isCreatedByStatefulCreatePages":true,"rootQuery":"\n  query PrismicBlogArticlesReports {\n    prismic {\n      allBlog_pages {\n        edges {\n          node {\n            heading\n            seodescription\n            seotitle\n          }\n        }\n      }\n      allBlog_articles(sortBy: published_DESC, where: { filter_fulltext: \"FilterR\" }) {\n        edges {\n          node {\n            ...prismicBlogArticleFields\n          }\n        }\n        totalCount\n      }\n    }\n  }\n"}}