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Technology for people.


Technical appliances should enhance people's lives, whether as a flat screen, smart phone, sensor toothbrush, digital camera, intelligent refrigerator, high speed internet connection or e-bike.


Function, benefit, design and aesthetics must be traded off against economic, ecological and social issues associated with their development and marketing.


The potential customer generally wants to be fascinated by the new possibilities innovative technology offers, wants to feel comfortable with it rather than be overwhelmed by it .


At this interface between benefit and rejection we apply our qualitative research methods to acquire an in-depth understanding of the fascination from the customer's point of view between the poles of perceived blessing or curse new technical product ideas are associated with.