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Air China is taking part in a study to try and establish the key components of a standard Star Alliance seat.
Air China has set up a simulation zone at Beijing airport, where people are being asked to test out three new seat concepts from unnamed manufacturers.
Each passenger will try out the seats for one and a half hours in the simulated cabin environment, before answering a set of questions on various aspects of the seat.
The study will look at the comfort, design, and possible improvements to the seat, in an attempt to find a standard seat that Star Alliance can recommend to its 27 member airlines.
The 200 people taking part in the Air China study have been chosen from the carrier's frequent flier programme Phoenix Miles.
The participants will have all taken four international flights in the past 12 months and flown six hours or more with another Star Alliance member.
The study is also taking place in Germany, although Star Alliance has not confirmed with which airline.