This paper reports on a complex approach to including emotional engineering and system engineering in the development of a concept of a future product. The concrete problem was to develop a new product paradigm and a feasible concept of a branded motorcycle for 2020. The new product paradigm has been developed by considering some trend-setter new developments in the field of driving, moving, and control systems for motorcycles. Emotional engineering was used to include the opinion of the potential users in the formation of the new paradigm and to provide the users with comfort, pleasure, and emotional sensations. System engineering made it possible to find realistic solution elements for the implementation, and to develop a feasible product concept based on this paradigm that fulfils the functional, utility, and emotional expectations of the users. The information and knowledge intensive sub-processes of emotional and system engineering have been supported by design inclusive research. This methodological approach included the evolving product paradigm, and its various representations and prototypes as a research means. Design inclusive research consisted of an exploration research part, a concept and prototype development part, and a confirmative research part. Using this framing methodology, designers can get a better idea of what preferences their target groups have and understand what can be successful on the market. The results achieved are being used as input for further strategic investigation by the concerned companies.

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