Abstract
The aim of this study was to conduct a qualitative analysis research that will support the internal and external analysis, as well as the strategic options to be developed for a Marketing Plan for the Polytechnic Institute of Viana do Castelo. The methodology used was through exploratory interviews using a script based on nine key dimensions for creating a marketing plan. The script was applied through face-to-face interviews with the president of the Polytechnic Institute of Viana do Castelo. We obtained six interviews that could be analyzed in the nine dimensions. It was possible to understand that the elements suggest some changes in the different dimensions of the script. One of the points with the most observations for improvement was communication, mostly internal. However, all the improvements and growth that the institute has achieved over the years were acknowledged. It was also possible to realize that the six people interviewed have the same perspective and make similar observations on the different questions asked. With the interviews, it will be possible to outline the best structure and path for the strategic marketing plan. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.

Abstract
This chapter aims to understand how Esports organizations can improve digital marketing strategies, considering the unique characteristics of this sector and the importance of maintaining solid relationships with the target audience. The research was carried out using a mixed methodology, which included the application of quantitative research to evaluate the behaviors of Esports fans and a qualitative literature review to explore the trends and challenges of digital marketing in this context. The results show that the esports audience consists predominantly of young males, with a strong interest in video games, technology and pop culture. The personalization of digital strategies, focusing on platforms such as YouTube and Twitch, as well as the use of promotions and sweepstakes, proved essential for audience engagement. Although the use of influencers has a neutral perception, campaigns that offer direct benefits, such as promotions, are more attractive.

Abstract
Informal caregiving for People Living with Dementia (PLD) presents multifaceted challenges encompassing emotional, practical, and societal dimensions. This study explores the experiences of informal caregivers in Portugal and investigates the potential role of technology, particularly mHealth solutions, in addressing their needs. A mixed-methods approach incorporating questionnaire surveys and semi-structured interviews gathered insights regarding participants' caregiving experiences and technology usage. Findings reveal prevalent emotional challenges, practical limitations, and societal stigmas caregivers face, underscoring the need for enhanced support systems. Moreover, the study identifies deficiencies in mobile apps designed for caregivers and highlights the potential of Emotional Design (ED) principles to address these shortcomings. Future research should focus on validation, longitudinal studies, and co-design approaches to develop targeted interventions that support informal caregivers of PLD in Portugal and beyond. This study deepens understanding of informal caregiving and highlights the need to integrate emotional considerations into mHealth solutions to enhance caregiver wellbeing and dementia care outcomes. © 2025 The Author(s).

Abstract
Within the context applied to Virtual Reality research, the present work focuses on a literature review within the emerging field of Transformative Experience Design. The review focuses on studies that have adopted a strongly empirical, phenomenological and qualitative approach to the creation and evaluation of transformative experiences in VR, with the purpose of finding out not only how these are being created, but also which are the main factors that enable a transformative dimension in this type of experiences. The results present a number of possible stimuli regarding the most prominent dimensions of awe and the sublime found in the literature: perceptual vastness and need for accommodation. These results are then systematized and discussed, and further possibilities are then suggested within this context. © 2025. Published by AHFE Open Access. All rights reserved.

Abstract
Building on the work carried out in the context of both the master's thesis and the EUGLOH Tromso Idea Camp 2024, this paper proposes to explore somatic relationships that could help to develop a grammar of practical applicability that specifies which properties pertain to each the three dimensions of Emotional Design presented by Donald Norman. Thus, a proto-ontology affecting some of these factors is presented. The validity of this proposal was methodologically tested mainly through the use of Cultural Probes, along with other methodological tools, which were used to collect emotionally relevant artifacts owned by the participants. This data was submitted through both Content Analysis and Artifact Analysis in order to determine which properties of the artifacts made them meaningful to the users. Different preliminary data related to the three dimensions of Emotional Design emerged: in the first visceral dimension, elements of a perceptual-sensory nature; in the behavioral dimension, some preliminary factors relating to the prevalence of both feedback and image schemas stood out; lastly, the reflective aspect proved to be the one where the most properties were determined, mainly related to symbolic properties.

Abstract
This research aims to leverage digital drawing as a non-verbal language to transcend the communication barriers faced by individuals with partial to complete locked-in syndrome (LIS). It will explore the possibility of using the human body as an interface, through assistive technology, in accordance with its limitation in functionality, to facilitate social reconnection and emotional expression through drawing. This approach is grounded in the understanding that creative expression and communication are fundamental human needs and can significantly impact the well-being and quality of life of individuals with severe motor impairments. This paper will focus on the development of the drawing activities. These activities will run under a mixed reality set that can be tailored by caregivers or therapists to the end-user's needs and preferences, ensuring functionality and user satisfaction through an accessible, enriching, and emotionally rewarding experience. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.