Daniel Bor is a cognitive neuro-scientist at the Sackler Centre for Consciousness Science, University of Sussex, and author of The Ravenous Brain: How the New Science of Consciousness Explains Our Insatiable Search for Meaning.
He disagrees with the thesis put forward in Malcolm Gladwell’s book Blink:
“Aren’t you meant to trust your gut in these instances, and keep the conscious mind firmly distanced from such important decisions? And isn’t the mind almost entirely made up of a vast, wise unconscious side, with our consciousness a minuscule simpleton in comparison?
This, at least, seems to be the fashionable way to view decision-making right now (see Malcolm Gladwell’s book, Blink). Much of the science behind this position came from a series of prominently published studies, which showed that if there were a large number of facts to assimilate, trusting your gut was dramatically superior to conscious deliberation. All well and good… except that even more papers have reported the opposite result. In other words, your conscious mind is always better at making these complex decisions. And many tasks, such as logical operations or understanding social nuances, simply cannot be carried out by the unconscious mind.”
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.
This week Experientia joins our colleagues and peers in Minneapolis at EPIC 2016, the premier international gathering on ethnography and design in industry. The theme for the conference this year is Pathmaking, emphasizing the power of ethnography to create transformative innovation, growth and strategic success for companies, industries and communities. On the second day of […]
Can behavioral change address local energy issues, raise people’s awareness energy consumption issues, and directly support non-profit organizations at the same time? With the Nice pilot of the CITYOPT project, we have seen strong suggestions that it can. It also suggests that the sense of belonging to a local community is a strong motivation for […]
Patient-centricity is one of the defining issues facing clinical trials in the pharma industry. The past few years have seen a growing awareness by pharmaceutical companies of the importance of patient-centricity – but they have also illustrated that not everyone is clear on just what patient-centricity is, or how to achieve it. After using UX […]
Every year, the Energy-efficient Buildings (EeB) Public Private Partnership (PPP) publishes the EeB PPP project review – a round-up of energy-efficiency projects that have been co-funded by two European Commission schemes. This year, the print and digital booklet design was done by Experientia, in particular by our talented visual and interaction designer Dohun Jang. Experientia […]
One of the things we do here at Experientia that really sets us apart from other UX agencies is behavioral modeling. Our cognitive and behavioral models go beyond the standard customer journeys and personas (both useful tools, and often preliminary steps to behavioral modeling) to create frameworks that can be used to make people more […]
Arti Mulchand reports in the Straits Times, Singapore’s main newspaper, on Experientia’s “Design for Ageing Gracefully” project: Putting faces to end-users early in the design process is changing the way designers and organisations are approaching products aimed at Singapore’s growing elderly demographic. Experientia’s ethnographic study, which was commissioned by DesignSingapore Council in a collaboration with […]