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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  Which type of sportsmen are you?
  A qualitative typology with MAXQDA

  Quantitative typologies are a common part of classical market research. Reliable support during the analysis is granted by tools like SPSS. Yet, if it comes to qualitative typologies, many market researchers still remain reserved, says Jana Lippmann, market researcher at GIM. One reason is the complex analysis that is required by the market researcher who often has to wade through several hundreds of pages of data.
  
  When creating qualitative typology, Jana Lippmann therefore relies on MAXQDA, a qualitative tool for text analysis which GIM has been using successfully for several years now to increase quality assurance and insight density.
  
  Having chosen MAXQDA, Jana Lippmann identified motives of 4 different types of leisure-time sportsmen and generated touch-points for addressing the target groups appropriately.
  
  While the Leisure-time Optimizer loves a wide range of courses in the community, the Competitor constantly searches for optimal training conditions preferably with support of a sport medicine specialist. The Beauty- and Figure-Orientated see a nutritional advice as a strong benefit. In contrast, the Health-Orientated hardly trust in the advisory services of commercial fitness centers.

  To learn more about generating qualitative typologies with MAXQDA or to get further information on the different fitness types, please don’t hesitate to contact Jana Lippmann. 

  
  
  
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