Emotion as the key to create better, more enjoyable and meaningful products
Since 2003 Marco van Hout has been studying the experiential impact and more specifically the emotional experience of products, brands and services. He is co-founder and creative director of SusaGroup, a strategic design agency with a particular focus on emotion as the key to create better, more enjoyable and meaningful products. SusaGroup combines scientific competences with market insights in the development and application of innovative, valid, and relevant tools to measure emotions. With SusaGroup, Marco advises several large corporations and FMCG’s in improving their products and services based on insights in the emotions of their customers. Clients included companies such as Unilever, Mars, Decathlon, Wilkinson, Toyota and Philips.
Marco is a board member of the International Design for Emotion Society, which raises issues and facilitates dialogue among practitioners, researchers and industry in order to integrate salient themes of emotional experience into the design profession. He is a frequent speaker and workshop facilitator, both nationally as internationally, on topics such as design, trends in product design, emotion, experience strategies, or the psychology of consuming.
As a visiting lecturer, he teaches and has taught at The Design Academy Eindhoven, Willem de Kooning Academy, University of Twente, Hogeschool Utrecht and Rotterdam University (a university of Applied Sciences). You can find Marco at his weblog www.design-emotion.com.
Emotions guide, enrich and ennoble life; they provide meaning to everyday existence. The experiential or emotional quality of products is becoming more and more important for differential advantage in the marketplace. Emotionally engaged customers do not choose your product, but rather feel it is the right product for them. Influencing the behaviour and satisfaction of your customers has never been more effective. Even though it is not possible to design an experience in itself, measuring experiences and more specifically emotional experience will give you a head start. It enables you to design interventions that will create great experiences that are both authentic and meaningful.
If you are interested in me as a speaker and have an event you would like me to speak at, please contact me.