Dr Youngok Choi is a senior lecturer and programme director of MA Design and branding Strategy & MA Design Strategy and Innovation, College of Engineering, Design and Physical Sciences, Brunel University London, and a design researcher specialising in Design Management, Design Policy and Social Innovaiton. Her research interests encompass the role of design in economic growth and improving the quality of people’s lives, and hence sustainable development. The strategic use of design underpins much of her research activities. She has developed a range of design research interests which include but are not limited to: Design Management; Design Policy; Innovation in new product development; Social Innovation; and Design Pedagogy. She has been involved in many design research projects including design policy at national, regional and organisational levels, the future of the UK design industry, social values of design and design strategy for businesses. She has collaborated with many businesses including Samsung Electronics, Samsung Design Europe and LG Design Europe. Youngok completed her PhD in Design Management from Lancaster University in 2009 and graduated MA course in Design Strategy and Innovation at Brunel University London in 2005. She earlier qualified in both Business Administration and Communication Design at tertiary institutions in South Korea.