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“Customer Experience Design” – An Interview with Markus Giesler

How do innovators transform new machines, molecules, and even melodies into multi-billion dollar value innovations - and break the rules of standard marketing in the process?

In March 2014, I gave an interview in Palo Alto that sheds some light on these questions through the lens of my own research on market creation and customer experience design.

Can you let us into the evolution of your thoughts and how they are different from standard marketing?

In a nutshell, the common sense in marketing has revolved around this idea of creating and communicating value. The gist of this model is that consumers have these unmet needs and what you want to do is figure out what they are and then create an offering that fills the gap. Aside from product management, the two major challenges are the identifying the need part and then the getting your message out effectively part. That’s the tale of marketing that I grew up with. This idea of satisfying consumers or, in short, consumering.

Read the full story at Huffington Post...

Markus Giesler

York University, 4700 Keele Street, Toronto, Canada

Markus Giesler draws on concepts from economics, technology studies, and sociology to inform his research in marketing. He determines how ideas and things (products, services, experiences, technological innovations, intellectual property, brands, etc.) are made valuable over time, with research focused on improving marketing strategy through an understanding of markets as evolving social systems. Giesler's research has been supported by the Social Sciences and Humanities Research Council of Canada (SSHRC) and the European Research Council (ERC) and published in top-tier academic journals such as the Journal of Consumer Research and the Journal of Marketing. Giesler has an extensive entertainment industry background. He founded his own record label at age 17 and has worked in various production and marketing responsibilities for over a decade. He lives in Toronto, Canada.