The human sciences explore life and its activities. The meteoric rise of the mobile phone and the Internet would not have been possible without focusing on the creation of new technologies that offer greater ease of use, accessibility, and end user engagement. Disciplines such as human computer interaction and interaction design have made dramatic contributions to these technologies. The user-centric approach has also impacted marketing strategies: Many organizations now seek to be close to their customers and design their research activities around understanding the use of their products in today's society. Companies and centers of innovation seek to design new technologies that will provide best-inclass experiences [9]. The traditional conception of value creation can no longer leave users outside the company [10]. Today's user is an informed, networked, empowered, and active consumer.
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