Process Creation: Structuring the Emotion-Driven Innovation

The process creation aims to develop a prototype addressing challenges from the literature review. Phase 2 evaluates its feasibility, focusing on creating practical methods and techniques (Platts , Researching strategic management processes, 2001; Platts, International Journal of Operations & Production Management 4–17, 1993; Moultrie et al., Journal of Product Innovation Management 335–368, 2007). Focus group is a research method where a moderated group discusses a topic for 90 min to 2 h (Cooper & Schindler, Business research methods. McGraw-Hill Higher Education, 2013). An exploratory survey was also conducted with a design community to understand product-emotion relationships (Gray, Doing research in the real world. Sage, 2013). The systematic literature review’s challenges are tackled in the process-creation phase (see Fig. 2.1) of the research methodology (Platts, International Journal of Operations & Production Management 4–17, 1993). The goal is to develop an industrially relevant ‘Emotion-Driven Innovation’ (E-DI) process to aid companies in envisioning emotion-centric product ideas (Koen et al., Research-Technology Management 46–55, 2001). This process includes three main activities: (1) the definition of the main objectives to be achieved by the process and its structure; (2) the elaboration of key concepts to define the language for discussing emotions in product innovation; (3) the design of methods to achieve the main objectives of the process. The three activities were conducted in collaboration with a review team through five focus groups (see Fig. 2.2). The objectives, key concepts, and methods were defined considering the professionals’ feedback