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.
Vaccine hesitancy is a top10 global health threat. Dealing with it successfully requires understanding it as a behaviour and generating a holistic view of people’s perspectives & ecosystems. This way we can identify the best opportunities for intervention. Here is Experientia’s position on vaccine hesitancy and our tailor-made support for the vaccine industry.
100&Change is a MacArthur Foundation competition for a $100 million grant to fund a single proposal that will make measurable progress toward solving a significant problem. 100&Change will select a bold proposal that promises real progress toward solving a critical problem of our time. And it will award a $100 million grant to help make […]
Then we are interested in hearing from you. We have several positions available for talented UX/UI and service designers who are passionate about creating world-class user experiences. Please see the job descriptions on our website for more information, and send us your CV with a cover letter statement about yourself, your experience, and what UX […]
Experientia is proud to have been a key participant at the Roche Innovation Summit, held at Roche headquarters in Basel Switzerland on 19 June 2018. Themed “Transforming the Healthcare Experience Together”, the summit aimed to galvanize the Roche community around the future transformation of healthcare and diagnostics. With 800 attendees from Roche and Genentech global […]
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 […]