We wanted to experience the world and consumption preferences of our target groups and make them tangible for the whole agency. So we opened the doors of our German, Austrian and Swiss offices to average life.We researched how most people in these countries live. Drawing on statistics, we designed typical living rooms in which every detail reflects the average lifestyle of each country. We use these rooms for ongoing target group research as well as a place to meet and ponder. In the advertising world, we can’t afford to lose sight of those people we are communicating with.

Stage one: Compiling an inventory based on analyses, studies, books and articles in each of the countries.Stage two: Visiting specially recruited families that represent each countries’ average.

We talked to them and found deeper insights beyond quantitative research.Stage three: Creating the living rooms with the help of a set designer. Down to the very last detail. Even the German door frame is the most common frame in Germany.Stage four: Experiencing the living rooms together! The agency staff go through the motions of the daily and yearly events celebrated by the virtual average families that live there.