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9781466567504

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Perhaps we are entering a new historic period, where more and more ideas and innovations are coming out of Asia as opposed to the traditional thinking of innovation from the West, manufacturing from the East. It's refreshing to see a brand new design theory coming out of India, the emoha model launched by writer Amitoj Singh, and I am sure that this will be one of the first modern tools of many more to come. --Kristine Oustrup, CEO & Creative Director, Business Innovation Culture, Singapore Drawing upon years of experience working in the careful and detailed empirical case study to uncover some general principles of innovative, emotional product design, he explores the use and role of motorcycles in India (the most ubiquitous mode of transportation) in relation to the needs, concerns, and emotions of different demographics and the implications for motorcycle styling and design. ... An interesting and intelligent use of mixed (quantitative and qualitative) methods to explore the affective and design-relevant characteristics of a large demographically heterogeneous sample of motorcycle/rider dyads. ... Dr. Singh's impressive large-scale empirical study of the relation between motorcycle design and motorcycle users in the huge Indian motorcycle market, enables him to develop a thoughtful emotion-centered design model that focuses on the importance of the relation between the emotive needs of consumers and the emotive qualities of products for product styling in general. --Andrew Ortony, Northwestern University, Chicago, Illinois, USA India is seen as a promising market since BRICs and BOP became familiar among the design industry. But design in India has been mainly discussed only in the course of BOP design or vernacular exotic design, despite the fact that there is a larger contemporary middle-class market than in most developed countries. This book is uniquely giving good frameworks to understand the relationship between Indian consumers and modern products from the aspect of design and emotion. --Itsuro Shibata, Managing Director, GK Industrial Design Inc. Tokyo, Japan Dr Singh's book presents an original and comprehensive review of approaches and methods for the study of emotion related to product design. This overview, from subjective self-reporting methods to computerized tools for measurement of facial expressions, eye movements and psychophysiological signals, is a valuable resource for researchers and designers of motorbikes and other emotion-laden products. --Lucas Noldus, Noldus Information Technology BV, Wageningen, The Netherlands Dr. Amitoj Singh has put great effort in portraying the importance of emotion in design. He has also done a great job of formulating a method which will be very helpful in getting some qualitative data out of the user and also figure out something conclusive from it. The differentiation created for the type of motorcycles and the users is very interesting and the overall study of motorcycling in India is also very impressive. This work will prove to be very useful for professional designers and will also be a very good study material for upcoming designers. --S.Sivakumar, Head-Industrial Design, Royal Enfield Motorcycles, Chennai, India

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Amitoj Singh is a pioneering PhD holder in the discipline of industrial design from India. His groundbreaking research has led to the development of the emotion-centered framework for product design. He is deeply interested in blending his rich industry experience and academic rigor to develop breakthrough and innovative products, services, and systems. Currently, he is leading product innovation projects at Samsung India Electronics Pvt. Ltd. Before joining Samsung, he was working as an assistant professor in the Industrial Design Program at IIT Delhi. He has various international publications and patents (applied) to his credit. His specializations include emotion-centered design, design research and strategy, and disruptive innovation management.

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