Focusing on everyday demands

Our research approach is based on our knowledge of changes in everyday livelihoods, life-historical processes, psychological relations as well as patterns in values and attitudes. We offer this approach and our related experiences to our clients and users.

Our research approach assumes the following propositions

• Everyday lives form the fundamental basis for successful innovations. The specific possibilities and constraints of the everyday are decisive indicators of the requirements for new technologies and services.
  
• The acceptance of innovations is not solely dependent on the individual. Crucial are also individual’s social relations, in particular the units of ‘household’ or ‘family’ as well as the individual’s ‘social network’.
  
• Acceptance of, and requirements for new technologies and services differ systematically according to the composition and structure of the respective household types.
  
• We correlate the different household types with the respective lifestyles, decisions and value systems.