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Dr Cara Wrigley is Associate Professor Design Innovation at The University of Sydney, residing in the Design Lab - an interdisciplinary research group within the School of Architecture, Design and Planning. She is an Industrial Designer who is actively researching the value that design holds in business – specifically through the creation of strategies to design business models which lead to emotive customer engagement. Her primary research interest is in the application and adoption of design innovation methods by various industry sectors in order to better address customer latent needs. Her work to date has crossed research boundaries and appears in a wide range of disciplinary publications.