Markus Giesler is an associate professor of marketing and the founding director of the Big Design Lab. He joined the Schulich School of Business faculty in 2005. His research focuses on market creation and customer experience design. He is an editorial review board member of the Journal of Marketing, Journal of Consumer Research, Marketing Letters, and Consumption, Markets, and Culture. Giesler’s research appears in the Journal of Marketing, the Journal of Consumer Research, Marketing Theory, among other academic journals, and is frequently cited in the New York Times, BusinessWeek, Washington Post, Wired, and others. He has been named “one of the best recognized experts studying high-technology consumption” by Wired, one of “the young business school star professors on the rise” by Fortune, and one of “the 40 most outstanding business professors under 40 in the world” by Poets & Quants.