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Phase 5 Partner Brings Both Art and Science to Experience Design

If you know Phase 5, you know that Arnie Guha, Ph.D. is our Chief Innovation Officer and Head of Experience Design. He has worked with a multitude of organizations across many different industries, using data from our qualitative and quantitative studies to create customer-centric experiences that not only improve the course of business (or government), but also strengthen customer relationships in the process.

Did you know that Arnie is also a talented artist? In addition to his proven track record in the world of market research and data-driven strategy, he is a photographer, image-maker, and creator of Acid 4 Yuppies.  His images aim to capture our current, digital field of vision, sometimes captured as still lifes in black and white, and often digitally manipulated with psychedelic, saturated colours. In fact, the image appearing with this blog post is one of Arnie's, evolved from his photos of the stairwell at Phase 5's Toronto office. To view more of his unique and beautiful work, check out the catalog from his latest show, City Tripping

It's no secret that the best design (and the best solutions, generally speaking) combine a bit of art with a bit of science. A creative idea without the information and due diligence to effectively bring it to life will often fail. However even the most compelling data without vision for its application will certainly fail. Phase 5 is grateful to have found in Arnie Guha a leader who offers expertise and understands the value of both sides of this coin. His creative talents have helped many a client visualize the possibilities that their research suggests.

For an example of how Arnie brings the art and science together in the professional world, check out his recent whitepaper, The Future of the Interface. To set up an appointment to connect with Arnie directly, contact us.

Written by Stephan Sigaud

Stephan Sigaud, MBA, is Phase 5’s EVP of Marketing. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. Stephan has more than 25 years’ experience in Market Research and Customer Loyalty and Experience and is a Board Director of the Insights Association. He has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).