Development of methodologies for new analytical models, uses and applications of Thick Data in the communication field, based on ISO 26800:2011 principles (…effectiveness, efficiency and satisfaction, …enhancing human health and well-being), establishing the own building blocks of ergonomics 2.0 (ergonomics2o) in the cognitive domain of specialization): Drive:- How much are we driven to humanize the interactions with products or services; - How much are we delivering in fluency in Machine-Man interaction; - How friendlier are becoming the Experiences with products or services.Experiences - Feel the Knowledge - Authentic Bond - Feeling of Relevance by Being Part of a Solution (Collaborationism) DisruptionTurn upside down the root of the concept of "work" itself as the Latin definition of "Tripaliare" (Tripalium/Three Steaks).