The research will achieve a radical interruption of the existing 'consumer sovereignty' model based around surveys and market research - and introduce 'use sovereignty' via an embedded understanding of consumer behaviour - making products that are fit for purpose based on how they are used. This will not be unmediated but buffered by robust, secure and interpretable data analysis at scale - with ethical integration of human labour. Designers will have a completely transformed role being 'embedded in production' in a world of "chatty" products and a dynamically evolving factory floor. Our approach will transform the ways in which traditional factories are reconfigured in real time by adopting a first mover approach to real time reconfiguration, production element reskilling (human, robot or both collaboratively).