Due to globalisation and strong development of emerging markets today‚Äôs buyers have the choice of an almost infinite number of similar products with comparable performance and function. Products in these markets must be innovative and at the same time recognizable by the customer. Most manufacturers therefore use customer research instruments for integration of affective values in products. However; in many companies this process is unstructured and unorganised. This brings a couple of risks in lauching these products. In this paper an integrated approach is presented for objective-subjective co-design. A model will be presented how technical and emotional attributes interact with each other. Moreover; opportunities will be presented how affective method can be integrated in common product development processes in European industry. Also examples will be given for successful products in these sector.