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Episode 08·Oct, 2026·33 min

Before You Think, the Room Has Already Spoken — The Psychology of Space in Customer Experience

You remember the conversation, not the room — yet the room was shaping it the whole time. In this episode, Dr Eslam Afifi talks with design researcher Dr Jacqueline Baker (Head of Research, COX Architecture) about the servicescape: the idea that physical space is part of the service itself, not its backdrop. They explore how light, sound, layout and movement shape how customers and staff behave before a conscious thought forms, the airport study linking good design to dwell time and spend, and where enhancing an experience ends and manipulating it begins. A fresh, research-led look at the most overlooked variable in CX — the room.