From research question to evidence
Research Framework
We observe what guests notice, what they assign meaning to, what they compare the experience against and how this process shapes their overall assessment of the stay, spending and decision to return.
Research Design
For each research question, we develop a dedicated research design and select methods according to the type of evidence required.
We connect the hotel’s business and guest experience data with field research, in-depth interviews and structured behavioral protocols.
Depending on the requirements of the specific question, the research design may include work with test groups, facial coding, neuromarketing methods or targeted experimental testing of individual elements of the experience.
Evidence in Context
We compare what guests report with what they actually do, where they direct their attention and what they respond to.
We connect verbal accounts with observed behaviour, emotional responses and decision-making processes. Each finding is interpreted within the specific situation and in relation to what preceded it.
This approach distinguishes retrospective explanation from the processes that shaped the guest’s assessment while the experience was unfolding.
From Findings to Mechanism
We analyse the relationships between elements of the experience to determine what produces an effect, under which conditions and through which mechanism.
The work draws on behavioral economics, decision psychology, marketing and behavioral research. This perspective connects the business outcome with the processes that preceded it.
The objective is to convert hidden losses of value into greater perceived value for the guest and stronger commercial impact.
Behavioral Analysis