Contact Person:
Dr. Konrad Götz, goetz@isoe.de
References
Ohnmacht, Timo / Konrad Götz / Ueli Haefeli / Jutta Deffner / Daniel Matti / Jürg Stettler / Jobst Grotrian (im Erscheinen): Freizeitverkehr innerhalb Agglomerationen. SVI-Researchsauftrag 2004/074, UVEK/ASTRA. Luzern/Bern
Götz, Konrad/ Loose, Willi/ Schmied, Martin/ Schubert, Steffi (2003): Mobilitätsstile in der Freizeit. Minderung der Umweltbelastungen des Freizeit- und Tourismusverkehrs. Umweltbundesamt UBA Berichte Nr. 2/03. Berlin: Erich Schmidt Verlag
Stieß, Immanuel/ Götz, Konrad (2002): Nachhaltigere Lebensstile durch zielgruppenbezogenes Marketing? In: Rink, Dieter (Hrsg.); Lebensstile und Nachhaltigkeit. Konzepte, Befunde und Potentiale. Reihe "Soziologie und Ökologie", Band 7. Opladen: Leske + Budrich, 247-263
Birzle-Harder, Barbara/Konrad Götz (2001): Grüner Strom - eine sozial-wissenschaftliche Marktanalyse. Im Auftrag der Bremer Energie-Konsens GmbH, ISOE Studientext Nr. 9
Götz, K. (1999): Mobilitätsstile - Folgerungen für ein zielgruppenspezifisches Marketing. In: J. Friedrichs/K. Hollaender (Hrsg.), Stadtökologische Research. Theorie und Anwendungen. Stadtökologie Band 6. Berlin, 299-326
Life-style approach, target group concepts, market research
Life-style research and target group models have been a part of ISOE’s range of products for over twelve years. In contrast to comprehensive models of life-style and milieu research a social-ecological approach to life-style research always is directed at specific problems or a specific range of products. As a result target group models have been developed for topics such as construction and housing, energy, nutrition, tourism and mobility, with the last being developed both for urban and rural areas, for everyday and leisure mobility and for Germany and Switzerland. What connects social-ecological approaches to life-style research to sociological approaches to life-style and milieu research is a consideration of orientation, values and attitudes. A decisive difference between social-ecological approaches and the more usual ones is the analysis of the forms of praxis within everyday life. Here, in every problem area whether it be nutrition, mobility or tourism, the scientific standards of behavioral data collection are maintained (for example, with respect to nutrition behavior, traffic behavior or vacationing behavior). In this way it is possible not only to investigate relationships between attitudes and action but also to link environmental indicators such as emissions, resource or energy use, use of space by life-style groups, or target group models to one another. Thus empirical methods of social research are linked to other modes of investigation, for example, engineering, thereby leading to transdisciplinary results and solutions.
The sound scientific basis of ISOE’s empirical research also supports its market research. But here, in contrast to publicly funded projects, the problem posed comes from the client and the results of the research have an immediate and practical application. ISOE has worked together for over ten years on projects of this kind with the market researcher Barbara Birzle-Harder, Heidelberg.
Contact Person:
Dr. Konrad Götz, goetz@isoe.de