This approach is used to analyse new technologies and innovations of all kinds, from new transport solutions, such as air taxis, to new applications of artificial intelligence, such as digital assistants. Our goal is to help shape the technology of our future by incorporating human needs and desires into the technological development and commercialization of innovations as early as possible. We believe that every new idea and technology should ultimately serve us – the people.
Therefore, our primary research focus is to develop an understanding of the conscious and unconscious reasons why potential users accept or reject a new technology. From this, we can derive not only the potential of new technologies but also what exactly their acceptance depends on and how this acceptance can be positively influenced.
