In today’s digital age, consumers expect more from the business they support and the products they purchase. Consumers, Macala Wright writes, not only expect great brand experiences, they believe they’re entitled to them.
This is the topic of an interview she conducted with Brian Solis, the principal of The Altimeter Group. Solis just published a new book, What’s The Future of Business, where he takes marketers through a matrix of designing and connecting for consumers.
In your book, you’ve said that, “Without understanding what matters to customers and why, without learning their behavior and without empathy, we can’t make meaningful experiences.” How does this affect the way in which we conduct consumer market research?
No matter how smart we get with predictive algorithms it doesn’t matter, because without understanding social science, without aligning with a bigger mission or vision with what we are trying to do — something that is going to matter to people — we are just managing businesses the way we always have. We are not moving in any new direction.
I believe that companies should invest in what I refer to as a human algorithm. This is where data science meets social science. It’s the ability to process information and humanize it. This delicate balance of art and science marries research and analysis with the study of human behavior. It also takes a fair amount of storytelling to appreciate what people do and say and make it relevant to every facet of corporate decision-making.
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.
Hai una startup? Hai mai pensato ai benefici che potrebbe trarre dal Design Thinking? Questa è l’opportunità per scoprirlo! DesAlps Workshop #2: Il Design Thinking per la tua startup! Giovedì 28 giugno 2018 – dalle 9:30 alle 17:00 @ I3P | Corso Castelfidardo 30/a, Torino —– Nell’ambito del progetto europeo DesAlps, un team di esperti […]
Experientia è lieta di invitare le piccole e medie imprese del territorio piemontese al: DesAlps Workshop #1: Il Design Thinking per le PMI Venerdì 18 maggio 2018 – dalle 9.00 alle 17.30 @ Rinascimenti Sociali | via Maria Vittoria 38, Torino Scopri i vantaggi che il Design Thinking può portare al tuo business per prepararvi […]
(Scroll down for English) Come può il design generare impatto? In continuità con il summit International Days of Deans and Experts: Impact Through Design (Barcellona, aprile 2018) Torino ospita il primo evento dedicato alla prospettiva italiana sull’impatto generato attraverso il design in riferimento ai Sustainable Development Goals definiti dalle Nazioni Unite. Attori dell’ecosistema territoriale ed […]
Technology is radically changing the world of healthcare and acts at different levels in support of different stakeholders. There are several digital tools on the market (e.g. wearables, virtual reality, robotics, etc.), many of which work in integration with each other, for example, wearables connected to IOT applications. Experientia’s report provide an overview of some […]
The latest eGovernment benchmark report of the European Commission shows significant improvement on cross-border availability of digital public services and accessibility of public websites from mobile devices in EU Member states. The study also indicates a need for improvement in transparency of public services delivery and use of supporting technology like eIDs or eDocuments. Performance […]