Leigh Caldwell and Lizzi Seear Research Innovation 2016
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Transcript of Leigh Caldwell and Lizzi Seear Research Innovation 2016
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
LeighCaldwellIrra6onalAgency
Behaviouraleconomicsgetsreal
Implicitmeasurementofcustomerdesires
7December2016
LizziSeearInterCon6nentalHotelsGroup
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
Whatisunderthesurface
Whatwecan’tmeasuredirectly
Whatwefeel…butdon’tknow
Whatisimplicit?
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
Background YourPhotoWhenKemmonsWilson
openedthefirstHolidayInnin1952,heknewexactlywhohiscustomerswereandwhattheywanted.
MumandDadandtwokidswhoneededaswimmingpool,anaffordablemeal,andnohiddencharges.
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
YourPhotoOverthepastsixtyyears,huge
social,economic,culturalanddemographicchangeshaverevolu2onisedourbusiness,ourindustry,andindeedourworld.
Highlevelsofglobalrecogni2onbutbothbrandsneedaclearerfocusoncustomerneedstoensuregrowth
andrevenuetargetsaremet.
1,151HolidayInnsand2,406HolidayInn
Expressesaroundtheglobe
Background
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
Researchques6ons YourPhotoWhatshouldeachbrandbe
focusingontocreatedifferen2a2oninacompe22veandcrowdedmarket?Whatelementsoftheguestjourneydrivevalue-emo2onalvalueandcommercialvalue?
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
YourPhoto
Thesewereques6onsthatwecouldnotaskrespondentsdirectly.
Implicitmethodswere
thesolu6on.
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
YourPhoto
Thewholeresearchworldhasasharedproblem.
Itturnsoutthesearen’tonlyIHG’sproblems
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
YourPhoto
Wedon’tunderstandourselves
…andwecan’ttellthetruth.
Because there’s a problem with people
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
Theproblemwithpeople YourPhoto
• Image(andself-image)management
• Introspec2veability
• Imaginingbehaviourinhypothe2calsitua2ons
• Responsebiases
• Abstractques2onsgivebadanswers
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
Thisiswhyweneedimplicitmethods. YourPhoto
• Makingindirectdeduc2ons
• Focusedonmeasuringunconsciousprocesses
• Nottellingrespondentswhatwearemeasuring
• Designedtomirrorreal-worlddecisionmaking
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
UnderstandinghowtogetaccurateresponsesYourPhoto
• Askingtherightques2ons• Recrea2ngthein-the-
momentmindset• Askingabouttangible,
inferringtheintangible• Pacingandrhythm
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
Anewgenera6onoftoolscanhelp YourPhoto
• BehaviouralConjoint• Providesthedimensionalityoftradi2onalconjoint
• Theaccuracyofimplicitmeasures• Measuresintangibleaswellastangibledrivers
• Theabilitytomeasureahugedepthofdetailinasta2s2callyreliableway–duetoscale
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
30,000+people YourPhoto
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
HowwemeasuredwhatcustomersreallyvalueYourPhoto
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
+
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
YourPhoto
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
Whybehaviouralconjointisdifferent YourPhoto
Tradi+onalconjoint:
• Assumesthatrespondentshaveunlimited2metomakeadecision
• Assumestheytakeallfactorsintoaccount,evenifsomereceivealowweigh2ng
• Producesasingleu2lityweigh2ngacrossallcustomers
• Usesafixedlistofacributesandlevels
• Isfocusedonproductfeaturesandprice
Behaviouralconjoint:
• Mirrorsthedecision-makingpaceofreallifebymakingrespondentschoosequickly
• Findsoutwhicharethe2-3keyfactorsthatrespondentsuseineachdecision
• Separatelyproducesacributerankingsandacributeweigh,ngsandclustersrespondentsintogroupswithdifferentu2lityweigh2ngs
• Adap2velypresentsop2onsasitlearnsabouteachrespondent’sdecisionprocess
• Cantesttheimpactofcontext,productfeaturesandpsychologicalpricing
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
Mobileethnography YourPhoto
Please tell us the first thing you did when you got to your hotel room
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
ImplicitRanking YourPhoto
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
ImplicitRanking YourPhoto
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
Whatma\erstoguests YourPhoto
Arichdatabaseoffeaturevalues• Somethingswealreadyknewthatmacered,butcouldnowfinallyputadollarvalueonandcalculateROI
Indirectcalcula2onsofmonetaryworthPoten2aldamagefromfeaturechoice
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
Samebutdifferent… YourPhoto
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
Whatdidrespondentssay? YourPhoto
ItreallyremindedmeofthehotelexperienceIhadduringmylastvisit.
Therewasalotofinforma6ononchoicessoItendedtopickthemostimportantthingseveniftherestweren'ttomyliking.
Itwasfunandenjoyableand
informa6vetoo.Verydifferent
andaptfortravellerslikeme!
Ilikedtheideaofchoosing
betweenthe2op6onsand
comparingwhichwasbe\er/
worse.
Itwaschallengingand
thought-provoking.Quitedifferentthantheregularone
s,
par2cularlythe2mebound
choicesegmentwasreallyavery
enjoyableaspect.
The2medpartdidgetsomewhatnerverackinglikeIwastakingatest
butnottoobad. Surveyhelptoreadmindof
guests.
Goodsurvey,easyto
understand....keptyoubusy
enoughandfocused
surveyisveryrelevanttome.surveydesignisgreat,veryuserfriendlythankyouIactuallyenjoyedthis
one.
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
Howimplicitwasit? YourPhoto
Implicitreading Diff Explicitclaim
Hospitalitypromise 1.00 +8 Abilitytochooserooms 1.00
Essen2altravelaccessories 0.94 +36 Helpifarrivingveryearlyorverylate 0.92
Registerpersonalroompreferences 0.79 +2 Briefdescrip2onofhotelfacili2esandlayoutatcheckin 0.92
Helpifarrivingveryearlyorverylate 0.52 -2 Op2onstocheckyouinfaster 0.92
Confirma2onofroompreferencerequests 0.51 +10 Registerpersonalroompreferences 0.83Advanceconfirma2onofroomupgradeifyou
getone 0.51 +16 Scentandambience 0.75
Listoflocalevents 0.49 +7 Emailormobilealerttoconfirmbookingiscompleted 0.67
Kidsstayfree 0.48 +15 Frontdeskpersonofferstoarrangeforreserva2ons/transporta2on 0.67
Hotelopened/renovated 0.47 +23 Hospitalitypromise 0.67
Welcomegilforloyaltyschememembers 0.43 +10 Timetogetfromarrivalintoyourroom 0.67
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
WherehasthisinsighttakenIHG? YourPhoto
• Focusedinsighttobuildtrulydifferen2atedmomentsinthecustomerjourneywithrobustevidencetogainsupportofthebusinessandhotelowners
• FocusedbrandplansforHolidayInnandHolidayInnExpressoverthenextthreeyears.
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
What’sreallyimportanthere YourPhoto
• Mirroringtruedecision-making• Understandingtherealmeaningof"value"and"choice"
• Inawaythat'sac2onableforbusiness
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
Theul6mateimpactofimplicittools?TomeasuretheintangibleTocreatenewemo2onal,experien2alvalueforeveryoneTotapintothesourcesoftruehappiness.
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
ThankYou!
[email protected]@ihg.com
YourPhoto
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BehaviouralEconomicsGetsReal–ResearchInnova6onLeighCaldwell&LizziSeear,Irra2onalAgency&InterCon2nentalHotelsGroup,2016
Q&A
LeighCaldwellIrra2onalAgency
LizziSeearInterCon2nentalHotelsGroup
SueYorkTheHandbookof
MobileMarketResearch