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Marketing

Daily insights on user experience, experience design and people-centred innovation,
by international UX consultancy Experientia.
Searched by tag:

Marketing

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

2 July 2015
Getting citizens involved in protecting fragile energy environments

A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]

5 May 2015
Experientia designer Dohun YuLuck Jang 유록 in Design 4 Disaster

Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]

16 March 2015
Better Health and Wellbeing: Giving the elderly in Singapore sparkling golden years

Invitation: sharing session, Singapore, 30 March 2015   What are the hopes and fears of the elderly in Singapore? How can designers offer solutions that support the elderly in managing their health and wellness? What can healthcare professionals do to help them keep active? What role can technology play in the elderly’s daily lives? Design consultants […]

1 January 2015
Happy Playful New Year
21 December 2014
Experientia’s Twitter feed live

Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]

19 December 2014
Putting People First blog redesigned

Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.

13 May 2015

We’re more than mere consumers, and business should remember that

Companies collect an ever-growing amount of information on customers, but forgetting the individuals behind big data is detrimental, not least to business, writes author and speaker John C. Havens. Today’s customers, empowered by mobile technologies and social media, demand to be treated like individuals, he says, and respond more positively to companies that value their […]

3 April 2015

Automotive sales could grow 24% if retail experience improved

New ethnographic and quantitative research from DrivingSales identifies how the growing gap between consumer expectations and the current automotive buying process is suppressing car sales volume. Automotive sales could grow up to 24% if the retail experience improves, according to key findings released today from a new research initiative from DrivingSales. The DrivingSales Consumer Experience […]

30 March 2015

MIT Technology Review special report on persuasive technology

The MIT Technology Review has just published a special business report on persuasive technology, i.e. how technologies from smartphones to social media are used to influence our tastes, behavior, and even habits. Free registration is required to read all the articles. Technology and Persuasion Persuasive technologies surround us, and they’re growing smarter. How do these […]

10 March 2015

Empathy makes you only more egocentric

In a battery of experiments, Imperial College’s Johannes Hattula and his coresearchers Walter Herzog, Darren Dahl, and Sven Reinecke interviewed marketing managers about their personal preferences for a selected product or service. The researchers then primed some managers to be empathetic by having them describe a typical customer of the offering and imagine that person’s […]

2 March 2015

Human-centered design should be a CMO’s best friend

The average tenure of a CMO is just 45 months, according to a recent study released by executive recruiting firm Spencer Stuart. Fortunately, for CMOs in need of help, there’s an elegant and simplistic process called “human-centered design,” which takes all the guesswork out of developing winning results. Whether the CMO is creating a product-specific […]

8 December 2014

Understanding human behaviour to improve mobile research design

Shirley Eadie, founding member and CEO of Pondering Panda, explored some of the idiosyncrasies of the human condition at last month’s MRMW Africa conference [Market Research in the Mobile World], in order to help attendees understand the impact of those idiosyncrasies on research design, to lead to quick wins for better, more accurate mobile research. […]

6 November 2014

Rethinking segmentation for the new digital consumer

Apple’s launch this week of Apple Pay, its m-commerce product, could help finally move millions of mainstream consumers toward the promise of mobile payments, according to media reports. Given that Apple Pay will expose user preferences for payments and sharing data, this is a good time for companies to re-think how they segment their digital […]

31 August 2014

Converting your home to LED lights is still a challenging user experience

Switching to LED bulbs in your home is still a bit expensive, but makes a lot of economic sense – as you quickly earn your money back through a MUCH lowered electricity bill. Yet it is quite a challenge for most people. I just successfully replaced 40 halogen and incandescent bulbs of the most varied […]

31 May 2014

The future of modern marketing is human-centered

Before the turn of the 20th century into the 21st century, a movement began. This movement called for a more user-centered approach, or also commonly referred to as human-centered, to designing products, software, digital interactions, and design concepts. It is rooted in the belief, which is by understanding human goals and behaviors; we can design […]

30 May 2014

How to use ethnography for in-depth consumer insight

Spending a weekend sitting in someone else’s house reporting when, why and how much they ate, drank, bathed, watched TV or used their mobile phone isn’t everyone’s idea of a good time, but for a marketer it is one of the best ways to gain deeper customer insight, according to a feature article in Marketing […]

12 April 2014

Maybe the Voice of the Customer isn’t

Criticizing Voice of the Customer (VOC) programs is like speaking out against motherhood and apple pie, writes marketing consultant Ron Shevlin. Yet, he says, there are (at least) two problems with the “voice of the customer” that many marketers don’t take into consideration: 1. It’s not really the customer’s voice. The prompts included in survey […]

19 January 2014

Why the resurgence of user-centred design matters for marketers

Marc Landsberg, CEO of socialdeviant, believes that marketing departments will increasingly invest in social platforms that are committed to users’ needs and interests In his article, Landsberg considers three immutable human truths, and how they connect to what’s happening in the marketplace: 1) People want to be heard The explosion of Instagram, Pinterest and Tumblr […]

1 September 2013

Abraham Maslow and the pyramid that beguiled business

The psychologist Abraham Maslow’s theory of human motivation is 70 years old but continues to have a strong influence on the world of business. What is it, and is it right? Maslow’s friend, management guru Warren Bennis, believes the quality underlying all Maslow’s thinking was his striking optimism about human nature and society. “Abe Maslow, […]

28 August 2013

Ethnographic stories for market learning

The July 2013 issue of the Journal of Marketing (a publication of AMA, the American Marketing Association) describes the results of a comprehensive study (pdf) by Julian Cayla and Eric J. Arnould on the way various organizations use ethnography to better represent the customer’s lived experience to managers. The authors’ findings highlight how in many […]

19 June 2013

New Ericsson report on needs of today’s smartphone and mobile internet users

A new Ericsson ConsumerLab report, Unlocking Consumer Value, identifies the needs of today’s smartphone and mobile internet users. “The rapid uptake of smartphones and other connected devices has transformed the mobile broadband landscape – shaping and broadening the way users work, play and communicate. When the uptake of smartphones begins to accelerate in a particular […]

12 June 2013

A successful 21st century brand has to help create meaningful lives

An enormous study of how consumers around the world interact with brands finds that only the companies that make life better for consumers create impactful connections. For its second annual Meaningful Brands Index, Havas Media talked with more than 134,000 people in 23 countries about their impressions of more than 400 brands, from Apple to […]

18 May 2013

Customers remember experiences, not content

To solve the issue with content marketing, we need to start looking at content as part of a broader ecosystem, argues Ben Barone-Nugent, a senior digital writer & content strategist at TBWA, in a Digital Marketing special in The Guardian. “If we define experience as the beginning-to-end engagement with a brand, then content is simply […]

11 January 2013

How research misses the human behind the demographic

Deutsch’s Douglas Van Praet discusses how focus-group feedback, and the whole notion of the consumer, are misguided and how research should focus on understanding the unconscious and improving human lives. “How [market] research studies are done is at sharp odds with what science now knows. The elephant in the room is that the vast majority […]

10 October 2012

Top 10 things still to fix in experience design

Here’s the view of Ray McCune, managing partner at Flow, on some of the peaks we still have to climb if experience design is to become a mainstream business discipline. It’s quite excellent. 1. Targets and incentives within businesses must be aligned with long-term value As long as business managers are incentivised only to deliver […]

2 October 2012

Anthropological study by Google on our magic relationship with mobile devices

What is the emotional relationship people truly have with the mobile space and how they make meaning there? To answer this, Google conducted an anthropological study to gain a better understanding of how people feel about, relate to and find meaning in the mobile space, and how brands can engage their consumers in more emotionally […]

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