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Behavioural economics gets real: measuring intangible customer desires with behavioral conjoint
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.
