A very cool project I was part of toward the end of grad school is now published! One fascinating insight: people’s perception of their green space exposure may matter more for their mental health (specifically for anxiety) than the actual green space exposure around their homes.
Since leaving academia and entering the consumer insights world, I’ve been asked how my PhD research informs my current work. This project on perceived and objective environments is an excellent example.
When assessing customer and user experience (and often times also in market research), you must consider the subjective and objective. Customers’ and users’ feelings about an experience can drive engagement and satisfaction more than any objective offerings or technical specs.
Link to the full paper: https://www.sciencedirect.com/science/article/pii/S027249442400241X
Sam Freis 