In the right place at the right time with GIM Traces: Thanks to continuous geolocation tracking, we are able to deliver precise movement patterns of your target group, identify individual test persons when they visit your store and conduct targeted surveys on site.
We locate mobile consumers, explore their behaviour and can show you
- whether your (out-of-home) advertising is being noticed,
- who sees your advertising,
- which target groups visit your shop,
- how your shop is perceived,
- or where else your target group is travelling.
How does geolocation tracking work?
Target group knowledge combined with geodata results in GIM Traces, an innovative concept that starts with 3,000 panellists. This extensive database enables us to analyse over one million days of movement every year. Demographic information, interests and movement patterns of the panellists are recorded and tracked in detail.
The unique feature of GIM Traces lies in the linking of geodata with detailed target group information. This not only gives us insights into where the panellists are, but also who exactly these people are. In addition, GIM Traces offer the opportunity to identify and target individual people at points of interest (POI) directly or, for example, after they have visited your shop.
This in-depth linking of location and personal information enables more precise and meaningful insights for targeted market research initiatives.
Fields of application of GIM Traces
Observing and analysing target groups
GIM Traces provides precise information about movement patterns and provides insight into target groups that frequent specific locations such as shops, museums or means of transport.
With a starting size of 3,000 panellists, GIM Traces generates 90,000 days of movement within a month and over a million after a year. The location data collected is qualified using our GIM database by assigning coordinates to specific locations.
Each panellist has more than 900 structural characteristics, including information on socio-demographics, interests and mindset.
In addition, each panellist is anchored in the GIM ICU™ target group brand model, which enables a comprehensive understanding of consumer behaviour.
Identification and survey at the POI
With GIM Traces, it is possible to ask target groups about their impressions and motivations at the POI.
Surveys can be conducted directly at stores, shops or museums in real-life situations using geofencing. These are triggered as soon as a panellist visits predefined locations. Photos can also be taken as part of the survey.
It is also possible to identify people who have visited certain POIs and interview them afterwards. This makes it possible, for example, to determine the influence of store visits or OOH advertising on brand relevance and brand image.
Your contact
I will gladly advise you.
Rebecca Stark de Pellecer
Research Director