The retail, consumption and motive studies of our institute for this year's pre-Christmas season were extensively taken up by the Austrian media landscape and economy. Especially Ernst Gittenberger in the ORF-Prime-Time in ZIB 1 and in the Oe1-Mittagsjournal. Local coverage by Christoph Teller in an interview on Oberösterreich on ORF. Numerous contributions in national print media complement the Institute's press coverage. As in the rest of the year, our Institute - in addition to extensive "academic research" - provides the local economy and public with applied, cutting-edge research results. In doing so, we are always RESULTS OPEN, even if the truth is sometimes uncomfortable. Our findings are continuously discussed with managers in seminars and students in courses.