The Human Touch

Examples of themes and questions that are central to this line are:

Data-driven design

• Which data from our lifestyle and behavior are needed for personal customization of products and services?
• How do we treat cultural diversity in our propositions?

Value of Systems

• How do users understand and experience systems and what relationships do they form with them?
• What are the boundaries of autonomy and privacy in our interaction with systems?

The Mechanism of Meaning

• How do people assign meaning to the world and technology surrounding them?
• What mechanism cause a story (a TV-format, a game) to work for an individual or group?

Free Riders

• Which kinds of services are people willing to pay for, and which types of services do they expect to be available for free?
• What do/don’t people want to decide and/or choose themselves, and at which moments do they prefer hands-on guidance?

Said theme connects to and comes to expression in the following societal goals:

Quality of life & well-being – What role can big data play in the quality of life in healthcare, traffic and smart cities? (NWA-route Big Data, gamechanger 1 Kwaliteit van leven, en route S mart, liveable cities).

Trust & Security – How can we make sure that people keep trust in smart systems and guarantee an acceptable level of security and privacy in a digital world? (NWAroute Big data).

Smart Products & Services - How do we create value for the end user through digitalization in content creation, gaming and design? (NWA-route S mart industry, gamechanger 1A S mart products).

Human Empowerment – How can we empower people to take care of themselves and make the ‘right’ decisions? (NWA-route Levend verleden, gamechanger 2)