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IMAS RESEARCH TEAM: CUSTOMER FOCUS




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NEW IMAS REPORT: LONGITUDINAL ANALYSIS 2019-2022: CUSTOMER ORIENTATION IN
AUSTRIA - BETWEEN THE PRIORITIES OF ONLINE AND POINT OF SALE

Despite the many different crises, megatrends and changes in behavior of the
Austrian population, the assessment of customer orientation over four
measurements in the period from 2019 to 2022 is almost constant, with only small
deviations.

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SCEPTICISM AND CONCERN PREVAIL – DETERIORATION IS THE NEW STATUS QUO – 3 OUT OF
5 QUESTION ESSENTIAL LIFE SITUATIONS – GREAT RESIGNATION?

In the United States, the phenomenon of the "Great Resignation" is currently
under discussion, as millions of US citizens reflected more on their lives and
quit their jobs as a result of the corona pandemic. We do not see this trend on
the Austrian labor market, but the current mood and the current crisis mode are
creating a new self-reflection on the part of Austrians.

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FATHER'S DAY 2022 - NEW ROLES AND OLD UNDERSTANDING: BETWEEN EMPATHY AND
COOLNESS – MORE PARTNERSHIP IN AUSTRIA'S RELATIONSHIPS

Austrians are pretty sure that the paternal role has changed significantly since
the 1970s. 80 percent of the population share this view at least rather
strongly. The trend is clear and has intensified once again in this measurement:
This mood has clearly prevailed since 2014, the two expressions "fully agree"
and "rather agree" to a changed father role increased by a total of 35
percentage points during this period. There has thus been a clear development in
recent years. The paternal role has changed significantly in the eyes of the
population.

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TREND STUDY WITH OVER 2,000 RESPONDENTS: THE DIVIDED ALPINE REPUBLIC - CORONA AS
A FAULT LINE - DISORIENTATION CONTINUES TO INCREAS

More than two thirds of Austrians have the impression that they are no longer
completely sure what is right and what is wrong in politics, economics and
general matters of life (entirely / somewhat). Increasing trend: Plus 11
percentage points (entirely) since 2018! Only seven percent have a clear
orientation on this issue.

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