This book introduces a revolutionary new framework for academic research in the humanities. In 2012, the Creative Industries Research Center Amsterdam placed six scholars in six companies, including the global design company Frog, the media production company Submarine, and the Dutch app developer Appsterdam. The scholars then contributed their research expertise to support the development of new products and services. As the resulting stories of these embedded research projects show, bringing together industry and the humanities ultimately generates valuable intellectual and innovative resources that can benefit all of society.