Collaboration between Mayridge Ltd and WMG, University of Warwick leads to New Product Offering

WMG’s dedicated SME team at the International Institute for Product and Service Innovation has been working with live events company Mayridge Ltd to develop novel business applications in the area of ‘Experience Led Innovation’. Experience Led Innovation is innovation that is informed by understanding how people use or experience a product or service and is a highly relevant research area for any organisation that wants to ensure that their customers are fully considered in the product and service development process.

The partnership has enabled Mayridge to offer a completely new approach to their live events. They have been able to exploit a number of sophisticated tools for the benefit of client groups. A new service initiative developed through the partnership, ‘Campaign Architecture’, creates the bridge between Mayridge customers’ brands and their live event experience, ensuring total engagement with visitors and the very best chance of success.

For more information about the work that WMG undertakes with West Midlands SMEs visit:

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