An on-line questionnaire with over 270 respondents of en on-line Game provided input for the research. The Experience Framework© release 0.1 has been developed and we were able to prove that the higher the experience level the higher the response of awareness and purchase intent. Some more work needs to be done to complete the Experience Framework©. We will test it in a number of physical and virtual settings and role out subsequent releases.
To measure experiences during the exposure to particular stimuli we will conduct a lab test with the Vrije Universiteit (Neuro Psychology) in April 2006. We would like to know, all there is to know about meaningful experiences there is to know and validate popular management notions on the topic, through applied research. This is a unique and exciting experiment that hopefully tells us a lot about how human experiences work. The research involves marketing expertise, media and communication expertise, information management expertise, experience and learning expertise and neuro psychology.
The aim is to aid managers in further understanding the effects of meaningful experiences in the value creating processes for and with clients. Managers will be able to make better decisions to allocate budget to meaningful on-line and off-line experience and create more value for both the customer and the brand and company. If you would like to participate in future applied research, contact Thomas Thijssen, European director of research.