imec-mict-UGent is an interdisciplinary research group at the department of Communication Sciences and the department of Industrial Systems Engineering and Product Design at Ghent University and part of the digital research institute imec. We study the interactions between people, society and technology by leveraging on state-of-the art methodological innovation to grasp the attitudinal, behavioral as well as cognitive dimensions of the 'homo digitalis'. We deliver clear insights in users' (online/offline) behaviours, needs and wishes in a digitizing society. We believe in interdisciplinary and collaborative research in which these insights are a key differentiator for user-centric development of more empowering interfaces.