The interdisciplinary research group for Media, Innovation and Communication Technologies (mict) is part of the department of Communication Sciences (Faculty of Political & Social Scriences) and the department of Industrial Systems Engineering and Product Design (Faculty of Engineering & Architecture) at Ghent University and part of the digital research institute imec. The research group has the mission to empower people in a digitizing society. The group gains insights in human behaviour by developing new methods, conceptual approaches and future technologies, inspiring people, organisations and policymakers to create a more sustainable society. 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.