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Finally, innovation should become a business model in itself and a continuously run business process (the factory innovation): increasing the competitiveness through the design of a new product requires the development of a company strategy where product and process innovation is seen as a permanent, widely distributed, multi level, social oriented and user centric activity. Collaboration among companies of different sectors to exploit multi-disciplinary cross fertilisation is also envisaged. New tools, methodology and approaches for the user experience intelligence (i.e. social networks, crowd sourcing, social science methods, qualitative and quantitative, to generate insights, models and demonstrations, etc.) need to be addressed and explored.