Marco van Hout
Biography of Marco van Hout
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.
- Design for Emotion – How to understand, measure and integrate emotion into the design process.
- Get Emotional! – How insights into your customer’s emotional experience will give you a head start in creating true fans for your brand.
- Web H2.0 – how to reach for the ‘heart’ by designing delightful interfaces.
- Experience-driven Innovation – How can you innovate by focusing on the experiential characteristics of your product or service?
Books of Marco van Hout
References of Marco van Hout
Joen Pine (about SusaGroup)
Designing for emotions is key. It means intentionally creating within the individual – staging, orchestrating, choreographing all good verbs for it – a response that triggers feelings beyond rationality. It is certainly an art form today, but the first step toward making it a science is identifying and understanding what emotions current offerings trigger, which is why I am very enamoured with the SusaGroup methodology.
The Experience Economy
As organization, which promotes design in many ways, we had the benefit to contact Mr. Marco van Hout two years ago for the passiontour design circuit in Santiago, Chile, named “DES_CUBRE”. In that opportunity we could recognize across his own words the work that Mr. van Hout develops in Europe and many others regions as a common language that we can understand besides the cultural frame in which we are.
His lecture and workshop, developed in our country, contributed a lot to our academic and professional community most of all. Also the interchange was wealth producing in many aspects and until now we are waiting to repeat the experience as soon as we could. We recommend Mr. van Hout enormously because his exceptional talent and also his kind manner to express his unique knowledge drive to ideal results in the understanding of the global design.
I have known Mr.Van Hout for Several years and had opportunities to be together at numerous Design Conferences and listened his Speeches. He is a very Experienced professional Design expertise and able to point out Design specific Objectives in respecting of global social tendencies and to focus Specific Design Problems and able to suggest Solutions based on his Design Academic Experiences and knowledge with wide spectrums.
With this Impression, I have arranged for him to be invited to a Design Conference few years ago in korea, organized by SCCP ,one of Samsung Electronic Supplier,and he gave to the Audiences a very impactful Impression. Therefore, I do recommend him without any hesitating to clients of Speakers Academy.
Publications of Marco van Hout
Video's of' Marco van Hout
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