Understanding Multisensory Experience for Strategic Innovation and Marketing
Slava Kozlov, Summ( )n Research & Consulting, The Netherlands
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Slava Kozlov ?
1999
2010
Philips - Philips Design - Strategic Design Department - Understanding People, Cultures & Societies
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Strategic Design ?
Future of Kitchen
Future of Hospital
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Future of City Light
Future of Home Light
Future of Communication
Future of …..
Atomium. Brussels. 2008.
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World Expo Brussels 1958
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Philips Pavilion
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Philips anno 1891
One of the first Philips bulbs
Gerard Philips
Anton Philips
(1858-1942)
(1874-1951)
The very first Philips factory
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Complex technology behind the ‘bulb’
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From simple lamp to huge multimarket portfolio
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Philips goes Royal
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Philips Pavilion: Le Poème électronique
Luis Kallf, Le Corbusier, Edgar Varèse
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Le Poème électronique: Research & Development
Yean Xenakis
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Le Poème électronique: Construction
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Le Poème électronique: Music
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Le Poème électronique: Story
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Le Poème électronique: Opening
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Le Poème électronique: Experience
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Le Poème électronique now?
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You have a tooth….
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You have a dirty tooth…
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…we have a toothbrush!
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But people talk about ‘freshness’ in a mouth!
People refer to different qualities of experience, e.g., freshness: airy, elevated, sensual
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Understanding oral freshness: Examples
Mountains
Green
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Natural
Mint
Action
Red
Yellow
Black Eucalyptus
Cooling Crystals
Theory or Personal Constructs
Personal perceptions, or the worldviews, are built up from a system of constructs. A construct is a bi-polar scale - such as "happy – sad” – and we tend to place object we perceive along these scales. Constructs are applied to anything we put our attention to, including ourselves, and also strongly influence what we fix our attention on. We construe reality constructing constructs. Hence, determining a person's system of constructs would go a long way towards understanding him
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George Kelly (1905 1967)
Remember fresh – or not so fresh - experiences
Participants had been asked to remember the moment of ‘oral freshness’ – or lack of it.
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Elicitation of personal constructs
‘Watery’
Construct 1
Dry
Good smell
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Construct I1
Bad smell
Repertory Grid: Ranking experiences along ‘constructs’ Good smell ‘Watery’ …
Fresh
Bad smell
Dry
…
Not fresh
I like it
I don’t like it
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Model of Oral Freshness
cool/cold-ness
smell
‘water’-ness
clean-ness
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taste (menthol)-ness)
energy (texture and touch, e.g., bubbles).
JOYCE WESTERINK, SLAVA KOZLOV - FRESHNESS IN ORAL CARE: ATTRIBUTES AND TIME-DEPENDENCY OF A MULTIDIMENSIONAL, DYNAMIC CONCEPT, JOURNAL OF SENSORY STUDIES V.19 (3), 2004
Model of Oral Freshness: personal profiles
cool/cold-ness
Person A
Person B
smell
‘water’-ness
clean-ness
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taste (menthol)-ness)
energy (texture and touch, e.g., bubbles).
Was it used?
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To shave or not shave?
Before After
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Perception of Skin Smoothness
gladheid
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Informative – and inspirational - visuals
Warm colors, healthy skin
My skin is my expression, Open and positive! Skin should be natural. Nature colors your live.
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Unexpected – and provocative - visuals
Reality is different from magazines. Reality is less beautified.
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Commercial world (magazines & TV) show what a skin should look like, that skin must be smooth. But it hides reality, unevenness of real skin. The “smoothness” of your skin has a commercial look.
Value laddering
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Skin Smoothness Model
Values Benefits
Attributes
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Skin Smoothness Model – in action Values Benefits
Attributes
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Skin Smoothness Model – experience levels
Natural skinsmooth, lively & expressive
Resistant skin with no efforts leading to it
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Soft, flabby, over-cared skin
Plastic smooth skin due to active caring efforts
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“Experience Economy”
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Understanding human experience
ex+ peritus "experienced, tested” (comp. to ‘probe’)
experience ex+ spiritus ”inhaled ”
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Rethinking a waking-up experience
© Jeremy Hall
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Nebula: Waking-up experience
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Nebula: Multi-sensorial experience
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Nebula: Multi-sensorial experience
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Nebula: Personal and emotional experience
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Nebula now?
As presented at the Electronics Show in Las Vegas? (reconstruction)
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As Philips Wake-up Light?
Toward Ambient Experience Hospital
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Experience Flows: Research & Representation
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Ambient Experience Hospital for kids
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Ambient Experience Hospital Suites
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Wearables (early 2000s)
Multimedia jacket
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Connected jacket
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Design Probes: Electronic Dresses
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Design Probes: Electronic Dresses
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Design Probes: Electronic Jewelry/ Vibe/ Fractal
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Design Probes: Electronic Tattoo
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Inducing provocation, listening to reaction
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1D Function/ Use
2D MultiSensorial/ Personal
3D
4D
Experiential/ Emotional
Lasting/ Evolving
T 5D Imagining Possible Futures
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Understanding People
We summ( )n the futures. To play with them now. summ n
Exploring Futures
Transforming Minds
The Future of the Internet of Things summ n
The Future of Social Media summ n
Walking Backward to the Future summ n
Slava Kozlov is a founder and director of Summ( )n, a research consultancy that helps companies and organizations in understanding human experiences, exploring possible futures and developing strategic innovations. Prior to Summ( )n, Slava worked for ten years with the Strategic Future Design team of Philips Design, a design agency of Philips Electronics in the Netherlands. He participated in numerous research projects studying ‘people and futures’ and translating research insights into new ideas and solutions, products, services and brand communications. Slava developed a range of new research tools and methods to study people’s behavior, including in-depth ethnographic, contextual encounters, participatory studies (co-research), and ‘serious games’ for research and co-design Slava holds MA in Sociology from the Central European University (program Societies in Transition) and MA in Psychology (program Clinical Psychology). He also studied Mathematics at the Moscow State University and took internship with OMRI, Open Media Research Institute in Prague.
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