S3E8: Alix Barasch - Crafting Immersive, Enjoyable Experiences

Season 3 | Episode 8
26m | Jun 21, 2023

So much of our free time is consumed with posting on social media, sharing our day to day lives and crafting a personal narrative or brand online. But how is the effecting our day to day lives, and is it effecting our possibility to truly live in and experience the moments were in?

Today we are discussing the intersection between technology and consumer experiences with Alexandra Barasch, an associate professor at the Leeds School of Business. 

She sits down with host Amanda Kramer to talk all about what makes customers enjoy their experiences, how companies can then create experiences that make consumers more immersed or more engaged in the moment, the pros & cons of 5G and more immersive content, as well as posting posed vs candid photos.

Leeds Business Insights Podcast is a production of Leeds School of Business and is produced by University FM.


Authenticity is always the winning strategy

[00:27:30] Authenticity, in my view, is always going to be a winning strategy. How to do that is changing. How to signal that you care about that depends on the segment, it depends on the technology, but it's always going to be what people care about.

How do you find the most genuine content?

[00:19:25] You want to let consumers speak for you. In order to do that, you have to be able to let go. You have to be able to not have full control over your content, and that is how you get the most genuine, authentic content that consumers are sharing and really believe in the product and the brand, and other consumers can judge that very well.

Reducing frictions leads to better conversions

[00:16:46] Reducing friction is only good when consumers are ready to process it, ready to act, and this is going to also lead to better tracking of conversions, better data and metrics, and analytics as well.

You can't compare one social media or type of technology to another.

[00:18:18] There's no one social media or type of technology that's better or worse than the others. It's about the selection effects, where certain types of consumers—younger consumers and consumers that are more technologically savvy—are able to embrace and engage with more varied and diverse formats and more interactive content.


Alixandra Barasch Faculty Profile at Leeds School of Business

Alixandra Barasch - Google Scholar

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