As a consumer insights specialist, JooYoung Oh provides consumer insights that lead organizations to innovative design strategies. She does this through using tools that help people express their dreams and desires, identifying patterns and insights, and translating those insights into actionable frameworks for concept generation. Through a multi-sensory approach she co-developed while at Lextant, she not only provides companies the understanding of current and ideal experience, but also how the ideal experiences can translate into metaphors and attributes with visual and tangible examples. She teaches these techniques through short and long term training courses and workshops in order to help companies incorporate design research and consumer-centered thinking into their company culture and innovation process. She is a frequent presenter at design conferences and design schools, sharing her knowledge in participatory design methods. Prior to starting her own consulting business in 2009, she was with Lextant where she gained years of experience of leading both domestic and international programs to gain consumer understanding for fortune 500 companies including Samsung mobile communication, Dell, P&G baby care & hair care, Cardinal Health, Kohler, Moen, Whirlpool, Kaz, Wilson’s Leather, Ethicon Endo Surgery, Respironics, Cordis, CheckFree, Nationwide Insurance, Wireless Generation.