20 May 2008

Upcoming book on the “high end”

Be the first to share

Future High Tide of High End
A few weeks ago we were contacted by Marco Bevolo of Philips Design who was looking for some advance feedback on the book he is writing together with co-authors Stefano Marzano (also Philips Design), Dr. Howard R. Moskowitz and Alex Gofman (president and vice-president of Moscowitz Jacobs Inc.). We were sent a galley copy for a first reaction.

The book, which has the tentative title “Future High Tide of High End” and will be published by Wharton School Publishing, provides a socio-cultural and people-centred understanding of the concept of luxury — more specifically prestige products for the masses (which they call “High End”) — with the aim of delivering insights and guidance for future business development in this sector.

Made possible by about seventy conversations, contributions and interviews with industry experts, thought leaders and opinion makers, the book is quite unique in its approach, and bound to become a must-read for anyone conceiving, developing and marketing higher-end consumer products and services.

A focus on the intersection of social trends, designer visions, and deep people understanding, allows the authors to propose a series of original insights, including a new, experience-based concept for the future of the industry, as well as a toolbox from which to create and understand new “High End” product and service offerings.

To understand what the soul of the High End is going to be in the near future, the authors also introduce an experimental method, the Rule Developing Experimentation (RDE) — with people having to evaluate pairs of future scenarios, with those data then statistically analysed to find out which underlying ideas are the real drivers. They then present the results of an original experimental study based on this method, that was conducted in four countries (US, UK, China and Italy) with more than 500 end-users, all from somewhat higher income brackets.

The book, which is currently in advanced editing (partly on the basis of our feedback), is bound to be published before the end of the year. The authors told us they will soon publish some more material on their website (such as an abstract, a table of contents, a sample chapter, etc.), so that also our readers can contribute their own insights and suggestions.

A small endnote is one of pride: this is the first public piece on the upcoming book. Marco said he would be happy if it came from his hometown (Torino, Italy) and so are we.

Be the first to share
25 September 2016
Three new reports on behavioural science applied to policy making
European Commission There is growing recognition that behavioural insights (BIs) – by shedding light on how people actually make choices – help deliver more effective policies and complement traditional forms of intervention. The Behavioural Insights Applied …
18 September 2016
[Book] The Cyber Effect
The Cyber Effect: A Pioneering Cyberpsychologist Explains How Human Behavior Changes Online Dr. Mary Aiken Spiegel & Grau, August 2016 400 pages A groundbreaking exploration of how cyberspace is changing the way we think, feel, and behave …
18 September 2016
Better decisions by design: applied behavioral science
Can we design a decision aid that gives us health information we need and counters our biases so that we end up more knowledgeable and confident in our preference? This is the challenge that …
18 September 2016
Bruce Sterling and Jasmina Tesanovic on the home of the future
Jasmina Tesanovic (previously) and Bruce Sterling did a residency at The Arthur C. Clarke Center for Human Imagination at UCSD (San Diego, USA), working with the students on design fiction and futurism. The residency …
5 September 2016
Great engine, but the fuel seems poor. Discussing insight development in corporate marketing
The September issue of the Harvard Business Review (HBR) contains a lengthy essay, entitled Building an Insights Engine, on how Unilever has created the organizational capabilities to "transform data into insights about consumers’ motivations and …
4 September 2016
Cognitive bias cheat sheet
Cognitive biases are tendencies to think in certain ways that can lead to systematic deviations from a standard of rationality or good judgment. Buster Benson has tried to arrange the rather exhaustive lists of cognitive …
3 September 2016
[Paper] Design for behaviour change as a driver for sustainable innovation
Design for Behaviour Change as a Driver for Sustainable Innovation: Challenges and Opportunities for Implementation in the Private and Public Sectors Niedderer, K., Ludden, G., Clune, S. J., Lockton, D., Mackrill, J., Morris, A., Cain, R., …
30 August 2016
Intel’s Todd Harple proposes new toolkit for fashion designers
Fashion designers must integrate software, sensors, processors and new synthetic and biological materials into their toolkit, argues Intel anthropologist Todd Harple. "A fourth industrial revolution is set to change fashion, resulting in a new materiality of …

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.

5 September 2016
Great engine, but the fuel seems poor. Discussing insight development in corporate marketing

The September issue of the Harvard Business Review (HBR) contains a lengthy essay, entitled Building an Insights Engine, on how Unilever has created the organizational capabilities to “transform data into insights about consumers’ motivations and to turn those insights into strategy.” The article was written by Frank van den Driest and Keith Weed of a […]

29 August 2016
Experientia discussing ethnography and patient-centricity at EPIC 2016

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 […]

22 June 2016
A united energy economy: Experientia helps wrap up the CITYOPT Nice pilot project

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 […]

23 May 2016
Experientia white paper: “Conducting clinical trials is about working with patients”

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 […]

12 April 2016
The latest on innovation in Energy Efficient Buildings: annual round-up of EU Commission projects

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 […]

8 March 2016
Behavioral modeling – Shaping cultural change and behavioral evolution

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 […]

See all articles