A real weakness here seems to be an overreliance on survey research when plenty of empirical data exists. That is, work out with, say, American Airlines the ability to use data on how their rewards are used. First, how the rewards are redeemed (FC v Domestic saver, etc). Second, how changes in the award structure have influenced activity in the program. (btw, airlines DO make data available for studies on occasion .. e.g. Darryl Jenkins' stuff from George Washington Univ.)