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Project goals are negotiated and specified before the start of any research and development project. Ideas for research and development arise during ongoing scientific work, in the context of social discussions, economic considerations or technical trends. Sometimes they are stimulated by calls for proposals of research funding institutions, or they follow personal motivations and interests of scientists. This phase of ideation, negotiation and specification remains invisible in most process models. We include it in our model to open it up for reflection. An awareness of gender and diversity aspects can help to focus on marginal social issues or to discover new questions within the framework of existing thematic areas.