Large-scale surveys are useful but if we are serious about changing behaviours, we must use every tool to understand human complexity, writes Steven Johnson in the Sustainable Business section of The Guardian. Ethnographic approaches allow us to observe consumer behaviour as it happens naturally, rather than retrospectively discussing it in research setting.
“Recent advances in behavioural economics, cognitive neuroscience, network theory and social psychology more generally have overturned our common sense understanding of human behaviour. The rational, autonomous, self-aware agent acting in his own self-interest according to static preferences has faded as we realise that behaviour is largely irrational, unconscious and driven by external contexts. Ladies and gentleman, Homo economicus has left the building. […]
If we are to deliver on our ambitions to empower new consumer behaviours, it is essential that we listen to the science and go beyond the limitations of traditional self-reporting research methodologies as a source of insight. As I have worked to incorporate these new perspectives into my own work over recent years, the emphasis has shifted towards bespoke approaches based on ethnographic and co-creation principles.”
This is the first in a 5-part series of posts based on Steven Johnson’s upcoming book, ‘Considered Creative‘. Steven Johnson is an independent writer, speaker and consultant specialising in behaviour change and sustainability.
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.
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 […]
Experientia is pleased to announce that we’ve started 2016 with a brand new website. Experientia’s now officially 10 years old, and we decided that the best way to celebrate is by building a new website that showcases our growth – with new projects, new people in the staff, and two new locations in Lausanne and […]
Design for Ageing Gracefully Rethinking Health and Wellness for the Elderly: Public Services Asian Insights & Design Innovation, DesignSingapore Council October 2015