Planning for possible futures
We are all constantly making decisions that need to be sustainable now and in the future. We are often quite good at assessing the current situation. But we also have to consider what could change in the coming years. INTEGRAL and SINUS, our sister institute in Germany, therefore not only measure the present - in societies in general and specific markets in particular - and describe current trends, but also jointly define possible or probable futures in the medium and longer term.
Of course, we cannot predict the future. But it is possible to prepare for probable futures. Our basis: socio-cultural expertise, our empirical trend research, our qualitative know-how, our experience in many markets and our focus on people and their living environment. This allows us to anticipate dynamics, develop strategic options, play through their consequences and thus create planning certainty.
Here are a few examples of typical future issues, approaches and solutions that we have dealt with or are dealing with:
What will move us?
- Analysing and describing the change in values: What kind of world will we live in and do we want to live in?
- Wishes, ideals and visions of different population groups
- How will the need for transformation, especially the socio-ecological reorganisation of our society, affect us in the near and distant future?
How will we work?
- Career orientations of the younger milieus
- Consultancy for successful apprentice marketing
- Support for digital transformation processes
How will we live?
- Identification of milieu-specific housing needs
- Evaluation for location and infrastructure planning (together with our partner, MBM)
How and where will we be travelling to?
- Tourism studies for city and regional marketing
- Mobility
- Persona and scenario development
How will we consume?
- Customer foresight research - projecting future wishes
- Future viability of current consumer trends
How will we be connected?
- Focussing on industry-specific drivers of digital transformation
- Relevance and implementation potential of digital trends
