The CX Iconoclast

Paul Marsden – Technology, Customers, and Core Human Needs

March 20, 2023 OCX Cognition Season 1 Episode 7
The CX Iconoclast
Paul Marsden – Technology, Customers, and Core Human Needs
Show Notes

What on earth makes your customers tick? That’s easy, according to our guest Paul Marsden, because it’s the same for everyone. And CX leaders would do well to keep the three core needs of fellow humans.

Paul Marsden, CPsycol, is a consumer psychologist who helps businesses understand consumers. The conversation in this episode covered a lot of ground based on his unusual specialization. Paul shares many opinions, but – perhaps unusually – they’re grounded in data, research, and analytics.

Paul has his fingers in many pies. He’s a lecturer at the University of the Arts London, a consumer psychology researcher and consultant through Syzygy and Brand Genetics, and is featured in an award-winning documentary film, I Am Gen Z. In this episode, Richard Owen gets Paul talking about the research and ideas that captivate him. He offers a lot of counterintuitive perspectives on the underlying concepts and principles behind customer experience.

Just some of what the conversation covered:

  • Paul shared some thoughts on myths about Gen Z – the most diverse generation ever and the second generation of digital natives -- as well as a look at what their values of honesty, kindness, and fairness mean for businesses.
  • The possible oxymoron of “digital well-being,” drawing on his deep understanding of the data behind this issue.
  • How businesses should think about using technology to respond to the three core needs of humans: Autonomy, relatedness, and competence.


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