Written by Lars Rengersen on 28/07/2010
Today I came across and interesting and well produced video of the Attention Tool using eye tracking by iMotions.
Their introduction, to me, is so true:
If we all know that buying desicions are based on emotions and not on rational processes, why then are we still asking consumers for their rational opinion in focus groups, online panels and interviews.
While supporting their claim of importance of emotions for market research, our approach at SusaGroup is slightly different. In this post I will compare some methods and explain pro’s and con’s of the different approaches.
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Written by Lars Rengersen on 9/03/2010
Today I found an interesting TED talk video about experience versus memory which is very interesting and relevant for the kind of work we do at SusaGroup.
Cognitive traps make it almost impossible to think straight about happiness. One of the main reasons is confusion between experience and memory. Being happy in your life versus being happy with your life.
Our memories tell us stories,. Stories are what we get to keep from our experiences. The way we memorize is strongly influenced by the end of an experience. Stories are created by changes, significant events and endings. Our experiencing selves lives its life continuously. It has moments of experiences, one after the other. A question Daniel Kahneman asks is “What happens to these moments?”. His answer is: “Nothing, they are lost forever.”. Most of them do not leave a trace to our remembering selves.
For us at SusaGroup it is interesting to think about it. We believe that by enriching experiences and “designing for emotion” we make sure that experiences become significant.
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Written by Lars Rengersen on 25/02/2010
On Businessweek.com I found an interesting article “The Netherlands’ Drive to Build a Service Economy” by Jeneanne Rae. She concludes that service innovation needs new inputs and stresses the need to empathize with customers. For us at SusaGroup this is a confirmation of the things we do. We even believe that to make a difference you need to connect on an emotional level with people.
It’s about focusing on improving and innovating services as a smart way to foster economic growth. The article builds on the prestigious annual Innovation Lecture of Minister of Economic Affairs Maria Van Der Hoeve, about the need to steer the typical conversation about innovation away from technology and products towards services.
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Written by Gijs Huisman on 23/02/2010
“The prospect of trying to measure people’s emotional responses to different visual design options, then choose the best design can often be daunting.”
Micheal Hawley wrote an interesting article on UXmatters on the subject of desirability testing. Hawley talks from experience how it is often difficult to make a good informed decision about the visual design of a website. Qualifications such as “because it’s my favorite color” just don’t cut it. Hawley explains how preferences for visual design are an emotional matter.
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Written by Gijs Huisman on 19/02/2010
In this day and age of digital piracy you would say consumers who buy their favorite movies on DVD would deserve a pat on the back and be commended for not just opening the next best bit-torrent site. They should be rewarded with a pleasurable User Experience upon inserting their DVD into their DVD-player.
Funnily, the reality seems to be quite the opposite.
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