Duncan has been involved in digital strategy and experience design for over 20 years. He emerged from the world of enterprise brand strategy to found Pomegranate after realising the fundamental issues that were hampering brands'' success in the digital world. Duncan has been pioneering the concept of emotional and behavioural application into design thinking for over 5 years. His epiphany began with an intensive immersion into applied game mechanics. This interest progressed into a partnership with Bristol Uni''s Experimental Psychology Department and the National Physical Laboratory.