Leigh Caldwell and Lizzi Seear Research Innovation 2016
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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.
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Leigh Caldwell and Lizzi Seear Research Innovation 2016
- 9. Behavioural Economics Gets Real– Research Innova6on Leigh Caldwell & Lizzi Seear, Irra2onal Agency & InterCon2nental Hotels Group, 2016 The problem with people Your Photo • Image (and self-image) management • Introspec2ve ability • Imagining behaviour in hypothe2cal situa2ons • Response biases • Abstract ques2ons give bad answers
- 10. Behavioural Economics Gets Real– Research Innova6on Leigh Caldwell & Lizzi Seear, Irra2onal Agency & InterCon2nental Hotels Group, 2016 This is why we need implicit methods. Your Photo • Making indirect deduc2ons • Focused on measuring unconscious processes • Not telling respondents what we are measuring • Designed to mirror real- world decision making
- 11. Behavioural Economics Gets Real– Research Innova6on Leigh Caldwell & Lizzi Seear, Irra2onal Agency & InterCon2nental Hotels Group, 2016 Understanding how to get accurate responses Your Photo • Asking the right ques2ons • Recrea2ng the in-the- moment mindset • Asking about tangible, inferring the intangible • Pacing and rhythm
- 12. Behavioural Economics Gets Real– Research Innova6on Leigh Caldwell & Lizzi Seear, Irra2onal Agency & InterCon2nental Hotels Group, 2016 A new genera6on of tools can help Your Photo • Behavioural Conjoint • Provides the dimensionality of tradi2onal conjoint • The accuracy of implicit measures • Measures intangible as well as tangible drivers • The ability to measure a huge depth of detail in a sta2s2cally reliable way – due to scale
- 14. Behavioural Economics Gets Real– Research Innova6on Leigh Caldwell & Lizzi Seear, Irra2onal Agency & InterCon2nental Hotels Group, 2016 How we measured what customers really value Your Photo Asked people to think about their last hotel stay Presented a series of choices between two hotel experiences Limited time to choose to access more intuitive, less rationalised motives Simulated journey through the hotel stay from arrival to departure Trade-offs with implicit ranking +
- 16. Behavioural Economics Gets Real– Research Innova6on Leigh Caldwell & Lizzi Seear, Irra2onal Agency & InterCon2nental Hotels Group, 2016 Why behavioural conjoint is different Your Photo Tradi+onal conjoint: • Assumes that respondents have unlimited 2me to make a decision • Assumes they take all factors into account, even if some receive a low weigh2ng • Produces a single u2lity weigh2ng across all customers • Uses a fixed list of acributes and levels • Is focused on product features and price Behavioural conjoint: • Mirrors the decision-making pace of real life by making respondents choose quickly • Finds out which are the 2-3 key factors that respondents use in each decision • Separately produces acribute rankings and acribute weigh,ngs and clusters respondents into groups with different u2lity weigh2ngs • Adap2vely presents op2ons as it learns about each respondent’s decision process • Can test the impact of context, product features and psychological pricing
- 17. Behavioural Economics Gets Real– Research Innova6on Leigh Caldwell & Lizzi Seear, Irra2onal Agency & InterCon2nental Hotels Group, 2016 Mobile ethnography Your Photo Please tell us the firstthing you did when yougot to your hotel room
- 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
- 25. Behavioural Economics Gets Real– Research Innova6on Leigh Caldwell & Lizzi Seear, Irra2onal Agency & InterCon2nental Hotels Group, 2016 What’s really important here Your Photo • Mirroring true decision-making • Understanding the real meaning of "value" and "choice" • In a way that's ac2onable for business