Welcome to GIM Gesellschaft für Innovative Marktforschung!

Founded 1987 in Heidelberg, GIM has become one of the top ten market research institutes in Germany. 

Today, GIM is an international network of institutes focusing on qualitative research with branches in Germany, France and Switzerland.

On the following pages you can find information about GIM’s research profile. For specific information about each institute, please visit the respective branch websites.

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  TV interview with GIM expert about consumers' shopping behaviour

  Why do we buy what we buy? And why is our trolley often times more packed than planned. Dr. Gerhard Keim, expert for FMCG market research answers this and other questions regarding our daily purchase behaviour in the scope of a tv programme on SWR.

  „What we put into our trolleys when shopping in a supermarket is based on gut decisions up to 70%. Emotions, desires and moods play as much a role as trust into the brand and known products.“ Regarding the multitude of similar products that are offered especially in the field of groceries, examining every single product would take tremendously much time. “Habitual purchases are an enormous help“ says Dr. Gerhard Keim. 

  Manufacturers and retailers know very well how to influence the gut decisions of their customers via fragrances, colours and music. However, consumers are far from being „helpless“, says Gerhard Keim. We constantly learn how to find our way in this world of consumption.

  Important is also if we go shopping on our own or with someone else and who the companion is. Women are buying less when they are accompanied by men. Especially when it comes to clothing, the interest of men is mostly not as high as the interest of women. One reason why women finish their shopping trip for clothing much quicker when their husband is coming along. However, men are not the shopping barrier yet.

  Still not very advanced is the field of neuromarketing, where brain researchers cooperate with consumer researchers to measure the consumers’ emotional reactions during shopping. The chance that soon, we will buy products that we actually do not want is quite low says Gerhard Keim. Our purchase decision process is too complex to be manipulated like that.

  For information about the programme click here.
  In case of questions on the topic, please contact Dr.Gerhard Keim.
  For information on POS market research, please click here.

  
  
  
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