I am intrigued by the concept of qualia. That such a contentious philosophic concept has found application the field of UX is somewhat “curious” to me.
Although a number of densely verbose definitions and papers exist [see the links below], the concept is expressed in very commercial and therefore accessible terms on the Sony website. Please keep in mind I am not posting this as a promotion of Sony products, but as an example of how “user experience” can be extended and elaborated on to integrate seamlessly with branding strategy. The effect in this case is serene and sophisticated.
Here’s some links to pages on the Sony site that promote Qualia based products. It is clear that user experience [and justification for high end products with hi end prices] is central to the strategy.
What are qualia? Apparently it is a debatable topic. The Stanford Encyclopedia of Philosophy outlines some of the key issues and definitions…
Feelings and experiences vary widely. For example, I run my fingers over sandpaper, smell a skunk, feel a sharp pain in my finger, seem to see bright purple, become extremely angry. In each of these cases, I am the subject of a mental state with a very distinctive subjective character. There is something it is like for me to undergo each state, some phenomenology that it has. Philosophers often use the term ‘qualia’ (singular ‘quale’) to refer to the introspectively accessible, phenomenal aspects of our mental lives. In this standard, broad sense of the term, it is difficult to deny that there are qualia. Disagreement typically centers on which mental states have qualia, whether qualia are intrinsic qualities of their bearers, and how qualia relate to the physical world both inside and outside the head.
Here’s some more
Qualia - The ‘what it’s like’ character of mental states. The way it feels to have mental states such as pain, seeing red, smelling a rose, etc
Plural for quale. "Quale" is a technical term introduced by C.I. Lewis (1929). A quale is an introspectible and seemingly monadic property of a sense-datum. For example, the qualia of a visual sense-datum of a rose would include the experienced red-ness, and the qualia of an olfactory sense-datum of a rose would include the sweet-ness of the scent.
Chris Eliasmith & P. Mandik
In terms of user experience there may be very viable but challenging opportunities for designers of products and services.
I love Adam Greenfield’s somewhat bemused take on the whole issue of how Sony has utilised the concept of qualia in their UX approach and branding of certain product lines.
He writes:
I have no doubt whatsoever that the products themselves are exquisite.
Further, it seems like Sony’s gotten the details of the packaging and
the merchandising and the in-store experience right, as far as that
goes. But I liked it better when I naively thought the appearance of
"qualia" as a concern meant that corporate folks were beginning to care
about their customers’ subjectivities."Over and above technical requirements," the Times relates, "Qualia
products were designed to elicit an emotional response." Well, all
right then. I approve. More products should aim to! I often enough sigh
sadly, upon encountering a mass of rental-fleet cars at an airport
parking lot, to think that none of them were destined to be anybody’s
dream ride. It’s a noble enough ambition, as these things go.But why then wrap yourself in the mantle of neuroscience, or toss
around obscure terms from the study of the phenomenology of
consciousness? Why go on and on about Concorde and the Grand Canyon and
Chateau Latour, when all you’re really trying to say is, "We want you
to feel special enough about this product that you’ll overlook the
surreal profit margin on it"?Sony’s number 3 Shizuo Takashino, head of Qualia ops worldwide, cuts to
the chase: "We have to do this because, well, $39 Chinese-made DVD
players are already being sold in Wal-Mart."
Me, well I still like the idea that we can strive to create significantly superior experiences for users. I’d like to be less cynical than Greenfield and at least for a moment immerse myself in the apparent purity of the qualia concept and just experience it!
4 comments so far
Ya know, I blogged about Qualia on Core77 when it was first launched (well over a year ago, yes?) but until now I had no idea what the name referred to; or that such a word existed, or how provocative and relevant a concept that is. Sort of embarassing 
So, thanks, for a great a post!
Reflecting on Sony’s integration of user experience and branding
Ian McArthur reflects in the CPH127 blog on Sony’s Qualia product series, and how it is an example of how “user experience” can be extended and elaborated on to integrate seamlessly with branding strategy. The effect in this case, he argues, is serene…
About a year ago i was experimenting with adding different perfumes to my letters, modified to fit the recievers temper. Maybe, with a little creativity, i could be considered to be a qualia-kind-of-guy?
I think Sony’s heart and brains are in the right place with this. A recent visit to the Sony Style store in Manhattan and a demonstration of Qualia’s personal audio player illustrated Sony’s comittment to the experience.
1. Concierges greet you at a reception desk, luxury hotel style
2. They take you around the showroom explain the products in a great deal of detail. They tell you good stories how a group of stereophiles came in to test out and measure the quality of their headphones
3. They demonstrate the products
It was a complete experience and very different from a visit to your local big box store. However, the prices are out of reach of the average buyer and this is exactly the point.
Qualia’s target is the global elite as buyers and
they are happy if people like me are simply impressed.