Understanding Personalisation: Cross-Disciplinary Perspectives

Synopsis 

The global phenomenon of personalization affects many aspects of everyday life, including communication, consumption, design principles and practices, marketing and manufacturing.

This cross-disciplinary research seminar will be led by three experts in the field, presenting their perspectives on:

• digital personalization, examining how advances in new media technologies and software development influence our perception of digital spaces, the way we communicate, and our personal devices, and the way personal data is stored and used.
• how the principles of personalization can be found in practices of materially engaged consumption, characterised by a user empowered hands-on approach.
• changing patterns of consumption and development in marketing and markets that facilitate individualised products and services. It will assess the convergence of both producers and consumers towards the co-creation of goods and services, and challenge the concepts of personalization, customisation, and bespoke marketing in the context of ownership and consumption.

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Provider Information

BAM Marketing and Retail SIG

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Who should attend?

Researchers in the Marketing and Retail SIG as well as cross-discipline researchers of creativity. The event speaks to sections A1, A2 and C1 as detailed in the BAM Framework.

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Benefits of Attending

• A better understanding of the phenomenon of personalization to inform current and future research
• A cross-disciplinary approach to knowledge exchange
• Active engagement with the Marketing and Retail BAM community to foster collaborative working

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Speakers

• Prof. Tony Kent's research is centred on interdisciplinary approaches to marketing and design, focusing on the convergence of physical and virtual environments.
• Dr. Iryna Kuksa works to develop novel research strategies, methods, design practice and educational approaches as well as running the ‘Creative Innovation Across Disciplines’ seminar programme.
• Dr. Ana Isabel Canhoto explores the implications for personalisation of AI in both consumer and business sectors

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Logistics

Registrations close on Friday 20th May 2022 at 16:00 UK time.