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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  GIM Agriculture: New Research Focus at GIM 

  By including the research focus Agricultural Market Research GIM is expanding its portfolio again. The GIM agricultural team combines long-standing experiences in B2C and B2B market research with agro-economic expertise.

  GIM combines qualitative and quantitative research know-how. GIM does not provide you mere numbers but mainly reveals what’s behind – be it high pressure cleaning machines or high tech tractors.

  Agricultural Target Group Study

  Following the main guideline „Better Decisions Through Deeper Understanding“, GIM conducted a comprehensive study with farmers. The representative survey among farmers and the consecutive ethnographic in-depth interviews at their farms showed interesting results:

  Today, being a farmer means more than just cultivating fields and feeding animals. Economic knowledge and business management are vital necessities in an increasingly complex market. The trend to sell products nationwide continues among farmers.

  The majority of the respondents turned out to be extremely well-informed. The best way to address farmers as a target group is via relevant print media but also more and more via internet.

  The agricultural study also disclosed that farmers are not a homogeneous target group. In fact, there are clear differences not only regarding the size of the farm or the branch of the industry. Three target group segmentations with different mindsets have been identified: 

  • The progressive agricultural economist (26%): He can be characterized as a business manager who acts in a strictly economic way. Traditional values are less important to him. 
  • The responsible pragmatist (36%): He also manages his business in an economic way but traditional values and familial values are also important to him. 
  • The traditional farmer (38%): Traditional values are very important to him, as well as passing the farm on to the next generation of the family. Economic aspects are important for sustaining the business but he prefers to stick to the well-tried traditional processes.

  The segmentation study shows in what way the different mindsets affect the information and decision behaviour regarding brand perception, brand use and investments such as the purchase of machinery.

  For further information about the study or GIM's agricultural market research, please contact Ruth Seeger (agricultural engineer) (r.seeger@g-i-m.com) or Tamara Schupp (t.schupp@g-i-m.com)

  
  
  
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