In 2005 Thomas Thijssen, director of research of the European Centre for the Experience Economy developed, together with Ed Peelen (Nyenrode Business School) and Susan Bink (University of Amsterdam), a new tool to measure the impact of meaningful experiences.
The XRP© was statistically tested and confirmed in a study on the impact of the on-line Arctic Games of Sportlife Deep (link to the case no 12 in our book; Experience Economy A new perspective .
The XRP© measures through an on-line questionnaire the following aspects of meaningful experiences: senses, emotions, experience (doing) and evaluation (undergoing). The impact of meaningful experience is expressed in marketing value, comprised of brand awareness, purchase intent and brand image.
The aim is to further test and validate the XRP© in a variety of on-line and off-line situations and develop a tool that can help decision makers in allocating marketing and communication budgets to investments in meaningful experiences with customers with a higher return on investment.Read more about Case 12 Sportlife.pdf