SXSW 2025

How to Obsess Over Your Customer with Sensors

Description:

Dr. Elliott Hedman from the MIT Media Lab has helped companies like Lowe's, Best Buy, Starbucks, and the LEGO Group understand their customers. He uses eye tracking and emotional sensors that measure customer's subconscious, emotional reactions to products. Elliott will share the hidden design world these sensors reveal: Why you need to stop talking to your customers. Why retail needs to look more like a Kindergarten. Why there needs to be two different flavors of toothpaste. And why parents are the missing ingredient in LEGO toys.

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Takeaways

  1. People report what they think they should feel, not what they actually feel. Behaviors are stronger measurements than self-report.
  2. Learn about consistent factors that create emotional engagement across products and platorms: people, play, and novelty.
  3. Learn strategies for customer obsession: moving beyond surveys, weekly iterations, ethnographic methods, and tech tools!

Speakers

  • Elliott Hedman, Customer Obsession Engineer, mPath

Organizer

Elliott Hedman, Customer Obsession Engineer, mPath

Meta Information:

  • Event: SXSW
  • Format: Presentation
  • Track: Design
  • Track 2
  • Level: Intermediate
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