Behavioural economics is increasingly accepted in MR as a tool for measuring unconscious, intangible aspects of consumer experience. It has progressed from qualitative exploration of biases, to online tools using reaction time or facial coding to measure brand associations and emotional response. These tools primarily answer tactical communications questions. Finally a generation of behavioural MR tools is emerging that can tackle the full range of questions researchers ask. IHG approached Irrational Agency to understand the future of its Holiday Inn business. An immersive 30,000-person Behavioural Conjoint survey successfully measured and valued 240 different aspects of Holiday Inn’s guest experience and shaped the brand’s 5-year strategy. Behavioural economics research in an ever-more-virtual economy can achieve not just higher brand profits, but a more human and more sustainable world.
23. Behavioural Economics Gets Real– Research Innova6on
Leigh Caldwell & Lizzi Seear, Irra2onal Agency & InterCon2nental Hotels Group, 2016
How implicit was it? Your
Photo
Implicit reading Diff Explicit claim
Hospitality promise 1.00 +8 Ability to choose rooms 1.00
Essen2al travel accessories 0.94 +36 Help if arriving very early or very late 0.92
Register personal room preferences 0.79 +2
Brief descrip2on of hotel facili2es and layout at
checkin
0.92
Help if arriving very early or very late 0.52 -2 Op2ons to check you in faster 0.92
Confirma2on of room preference requests 0.51 +10 Register personal room preferences 0.83
Advance confirma2on of room upgrade if you
get one
0.51 +16 Scent and ambience 0.75
List of local events 0.49 +7
Email or mobile alert to confirm booking is
completed
0.67
Kids stay free 0.48 +15
Front desk person offers to arrange for
reserva2ons / transporta2on
0.67
Hotel opened/renovated 0.47 +23 Hospitality promise 0.67
Welcome gil for loyalty scheme members 0.43 +10 Time to get from arrival into your room 0.67