Cornell's Center for Hospitality Research signs agreement with iPerceptions

The Cornell Hotel School’s Center for Hospitality Research and iPerceptions have signed an agreement under which iPerceptions will supply data that supports the school’s research into consumer behavior in the online marketplace.

iPerceptions is one of North America's leading web-focused attitudinal analytics providers. Its webValidator Continuous Listening solution turns thousands of data points into easy-to-understand strategic and tactical decision support for users. iPerceptions uses a proprietary perceptual framework to evaluate key elements of the visitor experience and predictive algorithms and modeling to identify those attributes that drive satisfaction. Through this analysis, website owners know who, when, and why visitors are coming to their site. They are able to better understand the strengths and weaknesses of each visitor’s experience, and how the site can be modified to enhance visitor satisfaction.

Cornell Hotel School professors Lisa Klein Pearo and Bill Carroll are studying iPerceptions’ feedback from more than 6,000 visitors to seven branded chain websites. “This alliance presents a unique opportunity for us to explore how consumers search for travel information and to investigate how these search methods differ across important sub-segments of the market,” Pearo said.

Based in New York, iPerceptions' clients in the hospitality sector include well known brands managed by InterContinental Hotels Group, Carlson Companies, Choice Hotels International, Cendant, Hilton Hotels and The Savoy Group as well as Fortune 1000 companies including BMW, Unilever, Volvo, Reebok, GM, L'Oreal, RCA, Mazda, and CompUSA.

“By providing Cornell’s Center for Hospitality Research with access to our data, we create the opportunity to expand the general knowledge of online consumer behavior in the hospitality sector,” said Jerry Tarasofsky, president and CEO at iPerceptions. “This is a win-win opportunity for both iPerceptions and the hospitality industry.”

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