The IRI2038 project will explore plausible yet provocative scenarios for the future of RD this is frequently accomplished through videos or narratives set in the future. This column takes the form of a 2038 interview with a retiring R&D executive looking back at what has changed over her career, illustrating the potential impacts of several trends and weak signals identified by the IRI2038 process. On May 15, 2038, IRI's Director of Futures Studies, Nikhita Cruise, sat down with Dr. Rachel Chen, retiring Chief Innovation Officer of one the world's largest consumer products companies, to talk about how much the development of new products and the management of R&D have changed over the course of Chen's 30-year career. NIKHITA CRUISE [NC]: Good morning, Dr. Chen. First, I want to thank you for taking time to talk with IRI about the changes you have seen over the course of your outstanding career. For the benefit of our readers, listeners, and viewers, perhaps you could briefly tell us about your career. RACHEL CHEN [RC]: Good morning to you, Nikhita, and thank you for those kind words. As far as my own history, I joined my firm right out of college in 2008 as a research scientist in the U.S. labs of our skincare division. My first management job was six years later, when I became section head of a team researching OTC drugs for improved digestion in our Shanghai facility. I spent ten years in Shanghai, moving up the management ranks, gaining experience in other business units. By the 2020s, our businesses in Africa were growing exponentially, so I moved here to our research facility in Addis Ababa, where I have remained ever since. Five years later, I was named Chief Innovation Officer. You know, Nikhita, this interview itself is an example of one of the biggest changes we've all seen over the last few decades. It was just 10 years ago that intelligent avatars became intelligent enough to stand in for humans in meetings around the world, finally solving the age-old problem of conducting meetings across time zones. I'm sitting here in my den having my morning coffee, being interviewed by a real-time hologram of your avatar two meters away from me, who is simultaneously seeing me as if I were in your den. Meantime, the real Nikhita Cruise is sound asleep in her Alexandria home. [Dr. Chen looks at holographic image more closely.] Wait a minute, that really is you, isn't it, Nikhita? I don't even remember the time zones anymore--What time is it there on the East Coast? Midnight? NC: It's actually I AM here, but don't worry about it. I have been looking forward to doing this interview in person for a long time. But your point about how technology has impacted the way we communicate and collaborate is well taken. My first question, then: For over lO0 years, your company has been famous for its skill and innovation in consumer research. Can you tell us how you have seen that change? RC: Certainly. When I joined the company, we did a lot of direct consumer research. Now, the only research with real consumers is done by our contract product developers. When we want to test a major new product idea ourselves, we usually go to one of the human simulation companies. Back around 2020, Henry Markram was finally successful in developing a neuron-level simulation of the human brain. Five years later, full human simulators were available, and five years after that, firms like Real Simulations, Inc., started appearing, offering to test new products on thousands of simulated humans of any demographic profile. …
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