Due to the complexity and the long term perspective of systems, the individual is at risk of disappearing from sight. That’s why we must constantly shift back to the human level, and take into consideration the effects that systems, products and services have on the individual.

It’s desirable that within the creative industry work is done on a knowledge base that makes creative professionals capable of far-reaching integration of the human dimension in their products and services. Currently, practical knowledge (know-how) is still often used. This type of knowledge often is implicitly connected to a concrete practice. Scientific research can analyze this practical knowledge and contribute to raising this knowledge to a level that is generalizable.

How do you capture the attention of a group, for example, amid the overload of information that they are bombarded with? Or which forms of interaction work best for this topic and this specific group? What are the general characteristics of a compelling experience? How can you influence or even convince individuals and groups to do or specifically not do certain things? How do you instill a sense of responsibility in a group for something they made in cocreation with a third party such as the government?

Scientific research and conceptualization offer answers to the above questions, but they are limited because of two reasons. Firstly, because they are generally developed inside a specific discipline with a focus on a specific question, such as knowledge in marketing about commercial target groups. A second limitation arises from the swift changes in society, which give rise to new questions.

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)

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