‍Hello! Business is all about attracting as many customers as possible, but as we said in one of our previous episodes, . Some may negatively evaluate our product, waste our time, or use it in a way that may harm themselves or others.: Hello, in today's episode we continue the topic of patient experience. So if this is something that interests you, I invite you to listen to this episode. And our hospitality will be , which has been working for many years . I invite you.

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And now how to do it? How to predict what will really affect this in the near future and in the future What the world of the future will look likein which he will breathe, live our business?

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Such questions are answered by the Futureproof report, which was recently published by SWPS University.

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And our guest on today's episode of the Design and Business podcast is Maksymilian Bielecki, PhD, who is a psychologist, researcher and also collaborates with many businesses on a daily basis. I also invite you to talk.

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Hi Maksymilian.

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Maximilian: Hi.

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Meet Dr. Maksymilian Bielecki

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Radek: I am very pleased to have you on our podcast. At first, as if you could tell what you do?

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Maximilian: Well, a few things. For many years I have been lecturer

SWPS University. I am a psychologist by education, but this seems quite specific to me, because what is my passion and work at the same time, it is above all designing and conducting research. Which means that I work partly for business, and quite a bit with scientists as well.

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Business and academia — what do they have in common?

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Radek: Very cool. And it is precisely that these academic and business environments, how do they connect, do they romance each other, is it a love story, or is it a difficult relationship after all?

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Maximilian: I would say that, as happens in a good film, the relationship is different and above all it depends on who meets with whom and on what occasion. There are probably also some conditions that are worth meeting so that such meetings end in a happy ending.

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From my point of view, there is probably some key here. management of expectations, reasonable and such awareness of what you can really count on in such a relationship. But in my opinion, as in other life relationships, there is a lot to count on here, provided that things work out as they should.

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Radek: What can the business count on from the University, the Academy?

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Maximilian: It sounds like such a terrible cliché, because it is such an expression that is somewhat trite, but if we tell ourselves that we live in a world and in a knowledge-based economy, I think it is a great value that business can meet people who dedicate their entire lives to making this develop knowledge, verify.

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With people who also simply understand what is happening at any given moment when it comes to some new possibilities. So this gives you such The opportunity to go beyond the status quo, and often this is what the business expects, so that something that is a cutting edge will appear, which will be some kind of differentiator in the market sense.

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How can businesses understand the world around us?

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Radek: Yes, for which business often has no time, no money, because you have to sell quickly, act quickly, where as if there is a market that is competitive.

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And here in this environment, correct me if I'm wrong, but there's a little more time and space to experiment and to draw some conclusions from these experiments, that can, for example, as you said, create cutting edge solutions, or something that was not on the market at all.

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Maximilian: It seems to me that when we think about science, it actually provides us with very different Tools for understanding the world And from a business perspective, all of these aspects can be important.

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Starting with the fact that scientists are concerned with the fact that they simply describe the world. Very often, a business functions in some reality, but is not fully aware of what it looks like.

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For me, well, I don't want to move here just in that plane of some kind of generalization, but the area that I often deal with is personalization and some better understanding of it, what's going on in the minds of users, customers, various forms of profiling them, or formulating some characteristics there.

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And it turns out very often that in business, even today, there are many stereotypes on this subject. I mean, such tendency to think in certain clichés, simplifications.

In part, the tools that businesses often reach for contribute to this. Tools that also do not always have scientific status, for example, in the area of HR.

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What is Futureproof Report?

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Radek: You just mentioned these clichés, these stereotypes that govern this business world. We'll talk about that, and that's why there's also a little bit about it in the Future Proof report, which is a contribution to the fact that we met and a contribution to this conversation. What is Future Proof?

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Maximilian: We called our report that because we thought it was, in a way, like Key Expectations of Every BusinessIn other words, from this point of view, it can be said to be an evolutionary one.

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Business wants to grow and business wants to survive, a bit like in the world of biology, individual species. We began to wonder... If I say “we” here, I say a little SWPS University, but above all SWPS Innovations, that is, our special purpose company, which cooperates with the business and with which I work very often.

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We began to wonder what it was DNA will become immune to these changesin which we currently operate. Which makes some, to put it bluntly, drown or be eaten, and others can count on, I don't know, to grow, to propose new things and so on.

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And what we also found interesting, and hence maybe this construction of the report, which is such a puzzle and a story about different cases, is such a belief that there is no single recipe here, there is no such one simple way.

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It really depends very, very much on what area of the market someone functions in, what they do. So I'm sorry, but it's not like I'm going to give you one here golden advice for all occasions.

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Artificial intelligence and other buzzwords

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Radek: I understand that this report will not be such one golden advice either, that if we read it and implement all the insights it contains, then our business will indeed be immune, but I think it is worth taking these things into account. There are certain probabilities that will shaped this perspective of the future, isn't it?

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Maximilian: It seems to me that there are such things that we will not run away from. That is, some challenges that we all have to face. We have tried to accurately identify them in this report.

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There's nothing to hide. The elephant in this business room, in this world that is coming, is of course, artificial intelligence and everything that comes with it. But we also thought about going beyond such a very simplistic or flattened way of thinking about artificial intelligence.

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Today, when we think about artificial intelligence, we think about optimization, about changes in the labor market. We're kind of trying to show that thinking like that under the title AI will come and take our jobs, or AI will come and eat us...

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I would say that what science offers, going back a bit to an earlier thread, is that Going Beyond Buzzwords. The world is a little more complicated than this season's fashionable three slogans.

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UX in the future

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Radek: I like it very much. One of such buzzwords, I have the impression, on the market lately is UX, which is what we do on a daily basis. There, UX is mentioned in this report. Can UX be such a component, a factor that It will protect this business for the future.?

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Maximilian: I would say that if it is a buzzword, it is not, but if it is a real practice, it is.

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Radek: This UX is the factor that will make the business future-proof.

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Maximilian: It seems to me that it is difficult to imagine any segment of the market that would be completely out of contact with the end user. Even if these are B2B products, it will still be the case that someone will have to reach for them and what they will experience at that moment will be very important for the success of this venture.

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So there is no escape from UX in this sense. Of course I'm probably a little confused, because it's been over a dozen years. I teach at UX studios. But I also smiled a little, thinking that... Is it really only recently that this UX is fashionable?

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I don't think so. It seems to me, however, that at very different rates and in very different ways, organizations, depending on their scale, reach this stage where they begin to wonder, well, that's really What this user is experiencing? What does he see? What does it touch? And so on.

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And therefore, as you just mentioned, also this moment where we try to go back simply to that moment that we as psychologists care about. I mean, okay, this who is this man for a change?

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Because nothing worse than dealing with responding to user needs that are not there. Good diagnosis, good understanding, and then good design, that's a pretty long path.

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Simplification and personalization

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Radek: It's true. In general, in the work of such a designer, a UX designer, in general in the whole process of UX design, it is important to look for differences and those details that will have relevance to a given target groupfor which we design.

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Unfortunately, I sometimes get the impression that business owners want to throw such a rod with one bait, but expect to catch several species of fish. And what do I mean? That is, by giving some one solution, they want to please many. This leads to the fact that they simplify what they really are and think stereotypically about their audience.

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Instead, we read in the report that this context of that user, that particular user, matters. And that in the age of progressive personalization, which you also mentioned, using the development of Big Data technology, this user will need even more personalization, even better, more thorough care for their needs.

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Why is it so important to remember this? Why these Simplification is bad? How does this happen at all? Why does business simplify?

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Maximilian: I would say that business He kept it simple for many years, because he had to. That is, at the moment when he used channels of communication, for example, which, however, were of a mass nature.

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Of course, traditional media or television provided some opportunity to target this message, some the ability to adapt this content to a specific audience, but let's face it, these were very thick divisions.

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However, now at the moment when we are dealing with, for example, communication through social media or some kind of activities such as content marketingYou can see it clearly here, so I thought.

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Well, even if you are just communicating with a very characteristic and very A well-defined audience, offering them very well tailored content to their needs, yes? And in a sense, all of us today, in business, are trying to do something like this.

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However, returning for a moment to this personalization understood no longer communicatively, but productively... It seems to me that at the moment when we are trying to build a good solution, really aimed at a given group of recipients, we must also realize that it will have its own Limits of application.

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And as you said, we will not catch an infinite number of customers on one bait. What is such a fantastic new opportunity for business today is the question of opportunities really. personalize the user experience at such a very low level.

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Hyperpersonalization

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Maximilian: That hyper personalization slogan, which is now such a super trendy buzzword, is becoming a reality. We are suddenly able to deliver on that promise.

For many years, it was like we said that it was personalized, and in fact everyone who was on the product and marketing side knew that they were, I don't know, very personalized, that is, we have Four Personas and Four Segments.

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At the moment, in fact, this is, among other things, the triumph of all social media platforms, well it is a matter of the fact that each user gets a different product. Every user gets their product.

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This can also be of great business importance, because users are getting more and more used to the fact that we deal with them so much, so we lean on them. And at this point, this standard of service personalization is actually growing all the time.

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Myths related to AI

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Radek: I think that this is also associated with some consequences, but I think we will talk about this a little later. The development of technology, also the aforementioned elephant, or AI, which we generally associate a lot with the fact that, as you said, it will eat us or take our jobs.

However, in the report you say that even if we have this technological advance, even if we have this AI, the real need for such expertise of this man will be in no less sense. We're going to need these people all the time.

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It seems that Cuba Brewer, that was his section in this report. Why will experts still be needed?

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Maximilian: It seems to me that this problem is worth it, that is, the problem of AI and changes in the labor market and in general, for which we, people working primarily with their heads, will also be needed.

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I think those are the two sides of this coin.

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One is, indeed, the somewhat naive, in my opinion, fear that the amount of work will decrease. This is such a wonderful fantasy that we have had for centuries actually with the advancement of technology. Somehow it is not clear that the amount of work in the world is decreasing in any global sense. Of course, the competency profile that will be needed will change.

But it doesn't look like we're going to be bored. While this second expert thread, it seems very important. Very often there is such a theme actually that says something like this, that due to the fact that AI is getting smarter, it These smart people will be needed less and less..

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Radek: And not the other way around? That if AI is smarter than us, does that mean that we will somehow get entangled in something very disturbing?

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Maximilian: Well, even the doubt you expressed is consistent with what we are saying in the report. Today and for the next few years, building good AI solutions will mean strong to really rely on expert knowledge.

That is, many of these solutions that go beyond writing a generic email or inserting commas in a document, will be solutions that will be built at some stage in such a model human in the loop. This man will be needed to design interaction with such a solution, this is going to be a super interesting UX piece, completely new...

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Radek: I'm looking forward to it!

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UX design using AI

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Maximilian: I could turn it around a bit and ask you the question, do you already have clients coming to you who somehow try to design such solutions?

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Radek: Sorry, I'm already biting my tongue, because we are already designing solutions that are based on the use of AI. Maybe not so directly that I as a user enter and have conversations with the chat, but indeed the solutions that our customers bring are based on AI. So we're kind of close.

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Maximilian: Sure. Well, I think that there will also be a huge change here in terms of the dominant interaction model at all, because very quickly now they will develop, I think, different voice interfaces.

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And I think this is such a super interesting moment where everyone knows it's possible. These first products, new research products, new research models, are just about to come onto the market, new methodologies for the design of this type of products.

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This is all in front of us, so suddenly there is such a big shift in the market. I think the question is also, at what point will we even go from audio to video generated somehow so much on the fly - it will be another leap.

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But I would say that with this video for various technological reasons it will still take a while. However, when it comes to the ability to talk to your own assistant, an assistant and that kind of voice interaction... this is something that is going to develop very intensely right now.

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Well, where will this lead us?

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Radek: And how does that take our jobs? It only gives us work.

Thankfully, we won't have to do what we're doing now to achieve some effect from all of this. boring things related to mock-ups, with documentation. Although if we do not have to do this, and we can do new things, for example design interfaces, based on some interaction in AR or VR, it already gives us definitely more scope in reality and more challenges than we have now.

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And that's okay, that's okay. And I believe that there will be more work in various other areas as well in connection with this technological development.

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You know, I've been thinking about philosophers now. And about people who will have to somehow, for example ethically consider some solutions. This is deep space. We need an academic environment that supports, for example, such aspects. Leaving aside the legal, technological ones, right?

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Experts as a competitive advantage

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Maximilian: I don't want to do some shameless advertising of our report here, but I will. I strongly encourage you all to read it, because one of the most important axes that we show there is to show that you really need to at this moment to go beyond such a purely technological discourse.

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Building these new solutions will not only consist of innovation in this technical area.

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There is an illusion, very often shared by IT professionals, that because all these solutions are somewhere in there, in the center they have software, servers and all the rest, it is in a sense their development that makes what is happening around somehow superfluous.

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And that's just not true.

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This server will not build the product, this server will not create new communication. I also think that the aspects that you mentioned, that is, ethical, legal, social, just as new fields of research are opening up from your UX perspective, exactly the same thing happens in the area of social sciences.

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I even have the feeling that this contact and these needs are becoming more obvious. And this is associated, for a change, with such a huge Centralization of this market. The providers of these most advanced AI solutions, no need to be fooled, will be some of the biggest tech companies.

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At the moment, overtraining a new language model is already costing millions of dollars. If someone wants to develop such a model on an ongoing basis, we can imagine what investments it requires.

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There will not be so many companies that can afford it, but therefore Building a competitive advantage will take place elsewhere. We will all use some kind of solution, whether OpenAI, Microsoft or others.

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And in parallel, it will be such a baseline, I would say, and the competitive advantage will be born precisely on the basis of experts, based on user experience, based on better research.

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The Power of Storytelling

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Radek: Or who will create the best story that will reach these audiencesbecause I think it says in the report that we are needed in order to tell a story, so that technology gets this story, which, as it were, by which it will be told.

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Maximilian: I would say that man is a very narrative creature. We are made to tell stories, to tell stories. Our memories and emotions work that way too.

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So for now at least it looks like these, I don't know, surprising, fascinating, new stories about artificial intelligenceHowever, it will be something that man will produce. Not herself yet. The question is whether it ever has a chance to happen.

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But this question should be asked by futurists, and this is not a very fashionable occupation lately. Everyone keeps insisting that this is happening so fast that actually a prediction of this distant future and what awaits us somewhere out there hen hen far away maybe it's just impossible.

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Is it worth copying the competition?

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Radek: Perhaps yes.

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And let's go back to this thread of simplification by business, to looking for some such simple solutions. There is also a thread in the report about how look for simple solutions, because users love them. As people who use products on a daily basis, anything really, we love simple solutions.

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On the other hand, I have the impression that too often a sign of equality is put between the cheapness of execution and the simple solution. And you know, here do to me as you have, which is why we have such a good cause...

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We create a product in a different context. If we are Copy directly from competitorsAnd, it's not just that we won't create a new value, we'll put ourselves in this pond, in this collection, where that value has actually been brought in.

Not in the so-called Blue Ocean.

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Comprehensive simplicity

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Maximilian: I think here in what you said, there are a lot of different threads that are worth unpacking. What seems very important to me here is actually non-love...

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This is a very frustrating aspect for scientists. Especially those who are starting an adventure in cooperation with business. Understanding, empathizing with the need of a business that would like to get something that will be simple, useful, not requiring a lot of cognitive resources of the user, that will be such a light solution... also very often interface.

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Anyone who has tried in their life to design something that is simple at the interface level knows very well that this simplicity It costs a lot of effort, research, awarenessTalent is such a small thing.

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And an attempt to take this shortcut road usually ends in some kind of accident. And I would say the same is true of research, really. It may be a little impudence for a scientist to try to teach the business world in this way...

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Radek: But an internship scientist, because you also work with business, so I think you're the right person.

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Maximilian: It's me who would encourage business to have more patience and trust here. I mean, okay, there comes a moment in every project where you have to say to yourself: this is what we decide, this is how it is going to look in the end, these are our priorities, it has to be simple.

Whereas between simplicity and oversimplifications, not to say blasphemy, there is a very important difference. What is the power of science is the ability to deal wisely with this complexity.

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In this part of the world that I deal with, that is, human behavior, in this piece of reality, these simplifications multiply very much. I don't know if a person who deals with physics or chemistry on a daily basis also faces such a challenge.

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People may not have some sort of personal, simplistic picture of how the universe works or how gravity works, but every human being has this inner conviction that very understands well how other people behave, what is personality and so on.

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Unfortunately, these are often not facts, they are certain simplifications, stereotypes, these are things that we have in mind, some kind of such naive psychology and here reaching for scientific knowledge can be very helpful and very revealing too.

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How to create a real person?

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Radek: You can come up with a process where we start from these stereotypes, then we test our hypotheses based on those stereotypes and then we provide some solution that, during the tests, teaches us actually how they are calibrate to our chosen target group.

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Maximilian: We probably always need some kind of hypothesis from which to start this trip, but you mentioned personas before.

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It also reminded me of my experience quite common in working with business. Surprisingly often all this methodology, which is supposed to be focused on the user, which is supposed to start from an in-depth diagnosis and indeed some kind of meaty case - a real persona, very often unfortunately it is subjected to some kind of distortion.

Behind the desk in the marketing department, some kind of plastic figure is created that looks good on a slide and a product is created under it. Then there is a big surprise that it does not work.

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Radek: I remember how in the beginning personas were such very important tools for me, but I saw that something was wrong with the persona that we even print and hang. Something's not working here.

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Already leaving aside the fact that usually people want to know who, how old he is, where he works, which is complete nonsense and for the most part does not matter to himself context of use, needs and valuesthat we want to prove.

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I had a problem as a designer that I did not know how to work with this tool. And I solved my problem for myself first by making such figures out of paper. And then go further, that is, for example Setting up Facebook accounts for these people. It was already totally creepy, but I had my whole family once like that on Facebook...

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Maximilian: Is she still alive?

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Radek: Yes, he is alive. And you know, for a while as an exercise we wrote these people's posts. What they could write, what they might like. So this is difficult, but it is also important. So here I would also encourage some combining and moving away from these slides.

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Generation Z vs. Business

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Maximilian: Well, on the one hand, going beyond just this powerpoint logic is definitely important, but the other thing is just reaching out after a real experience.

Here again I will send back to the report, but there is a super interesting statement by Dr. Karol Jachymek, who is an expert on generation Z. He talks and writes a lot about these famous Zetki and above all talks about all these The misunderstandings that surround this group. About this crazy thinking that I don't know, well, a few million people living in this country, this is some kind of homogeneous mass.

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Yes, it is psychologically impossible. It can be said that this is a simplification that obscures elementary common sense. Who in their right mind will believe that millions of people are all the same just because they are roughly united by PESEL.

And if we land in the business world, very often talking to people responsible for communication or product, it turns out that they are looking for some kind of essence, this zest.

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By God, this is a group in Poland that is larger than the population of many small countries. It is not that these millions of people will be the same.

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Radek: Especially since, as we mentioned before, there is this hyperpersonalization. It is known that 5 million people will not be the same. It would be hard to find a common denominator.

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Maximilian: Moreover, the trial Putting them into such a scheme This generation will also be annoying. Besides, I don't know if there was ever a generation of young people who loved the fact that people older than them, the business, tried to bring them all down to a common denominator and say, you are like that.

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Radek: Especially when they are young people who want to be different and feel this independence of some kind or They're trying to manifest it somehow..

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Maximilian: I just thought about it. On the one hand, yes, because perhaps there are such people who, I don't know, absolutely do not want and want to lead a quiet life and blend in with the crowd.

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Radek: This is a hypothesis to test, as if what.

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The magic of a real man

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Maximilian: I think I would say that there are hypotheses that can already be verified, maybe without going into the data somehow terribly deep...

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But going back to this work on personas for a moment, I have to say that it's reaching into reality, that is, such meeting with an unimaginable user, but with a real user, in well-designed studies, whether qualitative or quantitative. Nothing can replace it.

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Our belief that we we are able to imagine and empathize with any group of people, because we are so intelligent, sensitive, educated, you can put a lot of compliments on yourself... It just doesn't work.

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We need it like oxygen contact with our target group. And very often it turns out that the client comes with some even very strong hypotheses, with the conviction that he understands the problem.

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And indeed, it is only this first study that allows us to take us back to this right point, which is to ask such a question, okay, but really this, Who is the man we are thinking of?for which we design and so on.

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It's not that simple if someone in marketing or in a product has spent their entire life thinking about a group to convince that person... no, no, no, we don't know everything yet. Or maybe the world has changed a little since dancing at a bar in a club in Mazowiecka was the peak of young people's fantasies.

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Hello, it's been a quarter of a century, ladies and gentlemen, wake up, maybe these people need something else, maybe these people They define the world differently, fun, pleasure and a lot of other things. I have the impression that, especially when it comes to young people, this design of their own experiences is a business risk and it almost never succeeds.

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Radek: I would like to emphasize that what you said about this meeting with a real person is very important. It's like a mantra. We repeat it to our clients.

I would love for those who have not yet convinced themselves of this research, who have not yet experienced it the hard way... What it is like to see when a real person views your solutions or comments on your idea. This is really a mine of knowledge and very often it is a great experience.

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To see is to believe

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Maximilian: I would say that sometimes I don't really know this meeting anymore, nor do I want to somehow exoticise any group, especially these young people. I would rather encourage it, again quoting here, Karol Jachymek from the report, that with these young people it is better to empathize than to exoticise them.

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But perhaps I will use this somewhat exotic comparison - if someone has never seen such an animal as a giraffe in his life, thenYou will believe that animals like this are in the world. This is an animal that seems impossible, and it is alive, well, and completely different from all the other creatures that run around the world.

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Sometimes when you see one, the second, the fifth giraffe during the qualitative research, you begin to understand that maybe the life of the giraffe and the life of the ant is a little different and that we are not all the same. And even giraffes are probably a little different from each other, too. But in general, to register that they exist, it is already some kind of act of courage.

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Community at the heart of UX

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Radek: There is a very interesting point in the report, which, on the one hand, somewhat reconstructs the concept of thinking about the man at the center. And here, it seems, a year ago Dan Norman, the unofficially named father of UX...

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UX, which puts this man at the center, who says this whole theory, or human-centered design, that is, the man at the center, who now kind of turns his thinking on Putting entire communities at the center. I have read somewhere about the consideration of placing the planet as a whole, as such a separate persona.

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And now, on the one hand, we were talking here about delivering just that, when we think about this UX, that man in the center, and technologies like AI appear that facilitate this man, providing value, for example, precisely autocorrect, or supporting some creative processes.

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But on the other hand, for society it can carry some risks such as lack of trust in informationwhich is provided, or in general the authenticity of certain works. And now it seems to me that this is very difficult for business. Moving from thinking about the user, to thinking about entire communities.

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For example, companies that sell things on the Internet and have such sustainable development policywhich is somewhat in the spirit, let's say, of this thinking about society as a whole.

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For example, they have the option that you can order such an ECO shipment, that is, some special packaging there, or reduce the carbon footprint, which is paid additionally. And this is in my opinion Contrary to this philosophy. And now it seems to me that it would be very difficult for businesses to take all the responsibility on themselves and think about society as a whole.

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Is ECO an ECO?

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Maximilian: Maybe it will be such a very brutal prospect. I am not sure whether we are still moving here in a world of only scientific views, or indeed certain beliefs about it, What should happen in the world, but my realistic observation is this...

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I'm afraid as long as they don't relate to it directly certain financial benefits for the businessWe cannot expect him to make such a miraculous transformation of his own accord.

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I think that when it comes to thinking about humanity, not just thinking about the user... It will happen to the extent that it is The regulatory environment will force the business to do so, or the users themselves, for whom, due to generational changes, this will become very relevant.

We talked a lot about young people here, they said greenwashing in various forms, they are very allergic at the moment. So if someone wanted to create a solution that just treats very pretextually, or so very instrumentally, these issues of the future of the planet and so on, then I would say that this is a very risky strategy in terms of business and communication.

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I think that first of all we should make sure that if someone makes such a promise to users that in some aspect they care about this world and sustainability issues, in any way understood, it is that this is just the actual actionthat this is really happening.

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But also, as I say, I am here, it may sound cynical, but I am here without illusions. I believe more than I don't know, the European Union...

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Radek: I just wanted to say that these political issues should still go into regulatory, vocal, but this is another persona that should participate in all this, but she also dances here, performs this dance and sets the rhythm.

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Honest communication in business

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Maximilian: It seems to me that it would be a very optimistic conclusion to this meeting if we told ourselves that maybe these changes are going in that direction. Certainly of course all policies, these ESG at the moment are increasingly being changed by all cases, by different organizations.

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The business will be accounted for in some way, but to what extent will it be a real change, and to what extent will it be just such a painting of grass green and Pretending that there has been a change., only time will tell.

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Because from various other areas of the market and from previous adventures we know that there are places where we We are able to make a real change, and there are areas where these regulations are just unfortunately not as effective as we would like.

The only thing I can really emphasize here from a psychological perspective is that if we take this seriously. The Need for Authenticity and these needs of users, especially young people, it seems to me that even an honest approach...

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For example, if it's important to you, you have to pay more for it...

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Radek: Communication.

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Maximilian: I don't even know if this is not a more honest message and better than the one with the title: we planted 20 trees here in Suwalsk and therefore we are an ecological brand. Thankfully, those times are over.. It won't be that simple. It's going to have to change really.

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Who needs a Futureproof report?

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Radek: I hope that what you said about communication, it will be valuable and used. So in the end, I'd like you to maybe tell those who are not convinced, why download the Futureproof report.

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Maximilian: I think this is a pretty interesting set of inspirations for all those who want Think a little differently about business, also think a little differently about what business can get from the world of science, especially from the social sciences.

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we We focused on four different areas. In the area of insights and marketing communication, in the area of well-being, which we did not fully discuss, but I encourage you to read the report all the more. We also deal with the area of technology.

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If you have the impression that your business is operating somewhere in this area, it is definitely worth a look. It also seems to me that this is a good starting point to ventilate my head like that, I think I would use such a comparison.

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Because these collaborations, which we decide to do as a university, precisely cooperation with business, often have such the nature of tailor-made solutions. And therefore, it is a little different than coming to a research agency, reaching for a product off the shelf and finding out that such a percentage of users are very happy either we have one or another NPS.

Here we are talking about solutions that reach in somewhat unexpected directions and time They also give very spectacular results.. So I think it's worth taking a look and finding out how it can be different, more interesting or maybe somehow more inspiring in this area of research.

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Radek: And I will add from myself that for those who, for example, do not like to read long reports very much, I will say that this report has extremely well-designed content and is really pleasant to receive.

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Maximilian: Yes, thank you for that remark. We paid a lot of attention to making sure it wasn't a boring wall of text, but something that It really inspires a little, and a little just gives readers pleasure. So yes, good reading.

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Radek: Thank you Max for accepting an invitation to our podcast. Thank you for this conversation and I hope to see you again.

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Maximilian: I hope so too. Thanks for the invitation and see you.

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Radek: If you enjoyed this conversation, I invite you to listen to other episodes of the Design and Business podcast. I also encourage you to subscribe to our channel.

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See you.