Critical citizens of the world who integrate postmodern values such as development and experience with modern values such as success, materialism and enjoyment

The liberal-conservative social upper class that embraces technological development, but is reluctant to social and cultural innovation.

Our target group research goes a step further than socio-demographic information and insight into behaviour. Motivaction knows what drives people.

The socially critical idealists who want to develop themselves, take a stand against social injustice and stand up for the environment.

The impulsive consumer who primarily strives for a carefree, pleasant and comfortable life.

The career-oriented individualists with an outspoken fascination with social status, new technology, risk and excitement.

The socially critical idealists who want to develop themselves, take a stand against social injustice and stand up for the environment.

The pioneers of the experience culture, in which experimentation and breaking with moral and social conventions have become goals in themselves.