Dr Merryn Haines-Gadd is a Research Fellow at the University of Exeter within the Exeter Centre for Circular Economy (ECCE) and primarily engages in industry-led academic research projects on the topics of circular design, emotionally durable design, user-centered research and circular business modelling. A designer by background, she has extensive experience in the development of design and innovation tools that enable and support companies to improve the circularity and sustainability of their products and services