Dr Amna Khan is a Senior Lecturer in Consumer Behaviour at Manchester Metropolitan University, a PhD researcher, and one of the UK's most recognisable consumer behaviour commentators, with over 400 appearances on BBC Breakfast, ITV, and Netflix.
Amna turns a decade of consumer research on the experience industry, and the picture isn't always comfortable. She makes the case that designers are building experiences without truly understanding the people they're designing for, unpacks why the emotional dimension of trust is twice as powerful as the cognitive dimension, and connects this directly to what the industry keeps getting wrong.
We cover the P. Louise pyjama crisis, why the retail assistant is still the most powerful person in any physical experience, what Lush and Fortnum & Mason do differently, Gen Z's relationship with brands, and why showing up brilliantly in three places beats showing up badly in fifteen.
Chapters
00:00:00 Introduction
00:01:16 Welcome to London Experience Week
00:02:52 The Science of Trust
00:08:28 Service Recovery and Critical Moments
00:10:31 How Trust Has Fragmented in a Social World
00:19:28 The Role of Physical Retail and Human Connection
00:26:32 Popups, Brand Experiences and Memory
00:32:28 Generational Shifts and the Empowered Consumer
00:38:15 Live Shopping, Belonging and the Future of Connection
Bio
Dr Amna Khan is a Senior Lecturer in Consumer Behaviour and Retailing at Manchester Metropolitan University Business School. She holds a corporate PhD from Alliance Manchester Business School, awarded via a prestigious scholarship from AstraZeneca Pharmaceuticals, where she studied the mechanics of trust — including the guanxi relationship networks that shape business and consumer behaviour in Chinese markets.
A leading media commentator, she has made over 400 appearances across BBC Breakfast, ITV, BBC Radio 5 Live, Morning Live, The One Show, Watchdog, and Netflix, and is a regular expert on Channel 5 retail documentaries covering Tesco, Primark, M&S, Aldi, Deliveroo, and Coca-Cola. She speaks internationally on consumer psychology, cultural identity, diversity in experience design, and the future consumer, and is represented by London Speaker Bureau (USA).
Connect with Dr Amna Khan: www.linkedin.com/in/dramnakhan
Credits
Special thanks to USED Creative for dressing the studio: https://www.linkedin.com/company/used-creative/
Grateful to The World Experience Organisation for the collaboration at LXW26 https://www.linkedin.com/company/wxo/posts/?feedView=all