Evaluating the relative importance of safety to the guest experience

Challenge

A national US provider of indoor recreational facilities was facing increased competition from a wide range of providers. These new entrants to the market did not adhere to the same safety practices as our client to protect guests. Our client needed to measure the extent to which this was true and gain insight on how to address this across its entire franchise network.

Solution

Our approach was to try to understand two key dimensions: the relative importance of safety among all key elements that contributed to a positive guest experience; and, guest and prospective guest perceptions of our client and its competitors as providers of safe recreation and entertainment.

A series of focus groups in targeted US markets were developed to serve as a foundation for a larger quantitative phase of research. The quantitative phase was conducted amongst existing and prospective guests across major US markets.

Outcome

Findings from this research were used to make policy changes and allay any fears among franchisees that the company’s more stringent safety policies were putting them at a competitive disadvantage.