Designing Experience Culture (Video)


Markus Giesler, York University

Designing captivating customer experiences is vital to firm success, yet few marketers would argue that this process begins and ends with their ability to both understand and actively shape culture – the system of shared beliefs, attitudes, behaviors, and artifacts that people (not only consumers) hold around a particular market object. Drawing on his research into the sociology of the customer experience, Markus Giesler will lead participants through a set of cultural cases and exercises designed to sharpen their experience design skills. Participants will walk away with their own cultural experience design toolkit, the M.I.N.T. routine and new ways for monitoring, inverting, naturalizing and transforming experience culture.

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Markus Giesler

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.