Purpose – The purpose of this paper is to investigate how companies can design digital channels to evoke desired emotions. Design/methodology/approach – The successful business case of retailer Burberry has been examined to understand the strategy and customer engagement of digital channels...

Purpose The purpose of this study is to identify and understand the emotions behind a passenger’s airport experience and how this can inform digital channel engagements. Design/methodology/approach This study investigates the emotional experience of 200 passengers’ journeys at an Australian...

Purpose – This paper aims to explore advantages and disadvantages of both traditional market research (TMR) and deep customer insight (DCI) methods to lay the platform for revealing how a relationship between these two domains could be optimised during firm-based innovation....

Purpose Collaborative consumption firms leverage networked peers, communicating, collaborating and even delivering services to one another through a central marketplace channel. This raises questions as to the nature of this new form of digital channel strategy and deployment from a firm’s...

Purpose – Business models to date have remained the creation of management, however, it is the belief of the authors that designers should be critically approaching, challenging and creating new business models as part of their practice. This belief portrays a new era where business model...

The aim of this paper is to aid researchers in selecting appropriate qualitative methods in order to develop and improve future studies in the field of emotional design. These include observations, think-aloud protocols, questionnaires, diaries and interviews. Based on the authors’...

Purpose: This paper aims to explore the use of a design process of inquiry that incorporates both deep customer insight (DCI) and traditional market research (TMR) in an ill-defined, complex current market opportunity to generate new business opportunities for firm-based innovation....