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R&D Management Conference: 3 - 6 July 2016

From Science to Society: Innovation and Value Creation

Studying at Cambridge

Designing intangible product attributes

Designing intangible product attributes

Dr Satoru Goto, Toyo Gakuen University

In recent years, providing services has become indispensable for manufactures to gain a competitive advantage. The integration of services and products is promoted by intangible attributes that communicate functional, aesthetic and symbolic characteristics of the products. However, traditional R&D has been rather keen to improve performance of products, and the scope on how and why users use them has been missing. Designers perspective that seeks for in-depth understanding and visualisation of the context of consumption may bring a new space to reconsider the R&D. We look forward to receiving ambitious papers that seek to explore the realm with diverse perspectives.