Insight vs. Accuracy for Models and Experiments in industry: How to strive for simplicity, and the importance of top-down, multi-physics modeling*

The talk will provide an overview of the increasing role of models: theory and simulation from the quantum scale to the macroscopic, and the experiments they drive to accelerate product innovation in the consumer goods industry. I will highlight some success stories and examples where we have large gaps in our capabilities. I'll also describe with examples characteristics of 'successful' models in different contexts to compare relative usefulness of simple theories vs. high fidelelity simulations and the importance of multi-physics models in an industrial setting with large heterogenous teams for providing key insights that can deliver innovation.