Chris Angus and Carolyn van Lottum co-founded Instinctive Choice, a company specialising in Kansei Engineering, in January 2008. Chris and Carolyn met whilst working at an industrial research unit at Newcastle University. Prior to this both worked in industry. Chris managed the unit and Carolyn was lead researcher on the Kansei Engineering System (KENSYS) project. The EU funded project was the first time Kansei had been studied in Europe and led on to the ENGAGE project.
During the KENSYS project Carolyn delivered seminars to various UK Universities, presented at European conferences and published several journal articles on Kansei Engineering.