The Human Touch
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.