HumanLink explores issues of cultural and consumer research for the first time with the aid of both the knowledge and the methods of behavioral science. In doing so, HumanLink can draw on many years of relevant research experience at the Max-Planck-Institute.

All other research methods established in the social sciences are used to complement the range of approaches to the subject. Thus comprehensive insights into the living environments, the behavior and needs of people in Germany and other cultures have been evolving over the course of the last seven years.

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HumanLink in India: Commissioned by Volkswagen AG, the study dealt with Indian living environments and those conclusions that the Western automobile industry can draw from them. Methodologically, it is based on observations, interviews, expert discussions, mystery shopping and the evaluation of numerous media reports within the country.
[video ] [more studies]

HumanLink talked with Russian Germans living in Berlin about their joys, concerns, fears and wishes for the future attendant to their lives in Germany.

HumanLink takes a look at the German coffee table and asks the question: What, why and how do Germans nibble in front of the television set? The answer: Nibbling in front of the television helps to regulate churning emotions.
[details as PDF]

HumanLink among adolescents once more. At the music event THE DOME in Hanover this time. There is a great awareness of sponsoring, and it is surprisingly popular.
[details as PDF] [video]


HumanLink among heroes: A study deals with Germany’s heroes and those who still want to become such. For the kick-off of the TV series Heroes
Television as a threshold experience HumanLink asked why so many young adults spend so much time in front of the television set. More than one thousand students looked for answers by questioning one another.
[more studies]
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