Every 8-10 weeks, together with the market research institute K&A BrandResearch AG from Röthenbach b. Nuremberg, we conduct representative studies in the German horizoom panel on socially relevant topics in order to use intelligent questioning techniques to investigate so-called say-do gaps, i.e. differences between self-statements and actual everyday behavior.
The most recent study focused on the topic of home and how people define home, what they associate with home and the extent to which people feel at home in Germany.
While for the majority of respondents home is a place of security with loved ones (friends/family), many people in Germany, especially the 50% of those with low satisfaction with their own life situation, do not feel at home (any more) (56% of those who are (rather) dissatisfied) and are critical of democracy, regardless of their migration background. The fact that 78% would like to live in the past again reflects both uncertainty about the future and the idealization of the past, especially of their own childhood and youth.
The results of the study show that social relationships (friends/family) and social cohesion in society are decisive for optimism about the future, satisfaction with one’s own life situation and the perceived attachment to Germany and democracy.
Detailed results and information on the study, including a study profile, can be found at: https://ka-brandresearch.com
