Dr Laura Santamaria is a design practitioner, researcher and educator. Laura has a background in branding, communications and strategic design having worked extensively in deep-dive cultural insight research, trend forecasting, new product development and communication strategy in the UK corporate and non-profit sectors. Her research focuses on sociocultural aspects of innovation, and value creation in services and user experience, integrating marketing, cultural studies and cognitive science theories into human-centred design methodologies. Laura holds a PhD in Sustainable Design Innovation, is Deputy Associate Dean for Enterprise and Director of the Design and Culture Program at Loughborough University London. She is also co-founder and director of Sublime magazine, and marketing consultancy YourBusinessLondon.com