Selected Projects:

BASe – Best Agers & Senior Citizens

In the BASe research project, the research group is investigating the target group of Best Agers and senior citizens in the context of brand management, new technologies and purchasing behaviour. The focus includes issues such as technology acceptance, customer satisfaction and the design of digital applications – such as augmented reality or voice- and text-based assistance systems – tailored to this target group. The aim is to provide companies with concrete starting points for effective brand management and improved customer engagement within this target group.

Needs Analysis of the Regional Economy

As part of a comprehensive needs analysis, the requirements, challenges and potential for cooperation among regional businesses were examined. This was based on qualitative interviews with business representatives from various sectors, as well as a wide-ranging business survey. Key topics included the demand for skilled workers, digitalisation, artificial intelligence, research activities, further training needs and collaboration with Hof University of Applied Sciences. The results provide important starting points for further developing the transfer of knowledge between the university and the regional economy.

Situation and resource analysis as part of the “Demokratie leben!” initiative

To this end, qualitative situation and resource analyses were carried out for four “Partnerships for Democracy” in the surrounding region. The aim was to highlight existing structures, challenges and resources, and to draw key insights for the further development of democratic participation and dialogue formats. To this end, structural data on demographics, the economy, politics and crime were combined with guided expert interviews and translated into specific areas for action. The results were presented at a democracy conference and formed the basis for the further work of the participating partnerships.

The research group thus sees itself as a scientific and practice-oriented point of contact for companies and organisations that wish to actively shape transformation processes, gain a better understanding of target groups and make informed decisions based on empirical findings.