"Diffusion of Innovation" applied to Modeling & Simulation- What can we learn from Social Science research?

Four billion times a day, Procter & Gamble brands touch the lives of people around the world. At P&G, our people work to make sure those brands live up to their promise to make everyday life just a little bit better, now and for generations to come. Modeling and simulation is a vital tool to assure we can meet these promises. Predicting consumer experience of everyday products is usually a multi-discipline problem requiring contributions from mechanical, chemical, biological and other scientific domains. These interactions, by their very nature, are multi-scale ranging from the chemical bonds that determine interface behavior and material structure to the large scale manufacturing systems used to produce products around the world