Trend Receiver

This typology distinguishes three overarching categories: “inventors” who are thinking up and designing the new, “multipliers” who are early users spreading the new and “trend observers” who are perceiving and reflecting invention, diffusion, and normalization processes (Hofmann 2010).

[8] An important aspect for practice applications, is to identify concrete visionary customers who fit the context of the brand, product or service that needs to be decided or developed.

Tools to apply at this stage are individual or context specific lists of criteria and search profiles for which the above-mentioned characteristics can serve as a basis.

(For more information see https://www.z-punkt.de/de/themen/artikel/wie-audi-in-die-zukuenftigen-lebenswelten-seiner-kunden-eintaucht1/535) The objective of the project was to understand potentials and concerns from the customers’ point of view regarding autonomous driving.

The intention was to gather clues and answers to the question of what an attractive car and mobility environment could look like when considering expanded technical possibilities.