When new technologies are applied in a core area of ​​social life, factors beyond technical data and smooth operational processes come into play—specifically, user perception, acceptance, and behavior. In the realm of mobility, it is therefore essential that ThIMo also addresses the social science aspects of mobility research. Examples include studies on the media framing of automated and connected mobility; these examine not only technological advantages but also socioeconomic perspectives regarding civil society, policy, and safety. Beyond addressing scientific questions, these analyses help support our R&D projects through targeted public outreach and communicate potential uses and positive impacts within the context of regional societal dialogue. By supporting the automated CAMIL city bus line in Ilmenau and the living labs within the MOVEwell collaborative project, the International Risk, Crisis, and Science Communication Research Group (iRisCS-Com) has established itself as a permanent member of the ThIMo institute and now contributes to the development of governance structures for digital mobility in Thuringia.