What do you want to contribute to changing in business or society?
My research helps companies define and differentiate their brands. Let’s say you want customers to identify your beer as premium, or market the sustainability of your brand. Selecting the right sensory inputs on websites, physical shops, packages, and ads, will help you get your message across and attract customers.
Looking to the future, I expect the boundaries between physical and digital to blur even more, and more of our experiences to take place in mixed and virtual reality. This offers exciting new possibilities, but also raises important ethical questions. For example, the fact that experiences are more digitized also mean that they can, in a way, be ‘programmed’. What does this mean for consumers, firms, and our societies at large?