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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  Kids & Cars – small customers, big potential

  At an age as early as months, kids are able to recognize symbols and components of a brand. Three-year-olds can even identify connections between brand logo, brand name and product category (such as: star = Mercedes-Benz = automobile).

  That is why more and more automobile manufacturers have realized that kids are not only an extremely interesting target group but also the potential customers of tomorrow. In particular, children less than 12 years old are reckoned to be a target group with an enormous leverage effect when it comes to the purchase of the family car.
  Yet, which criteria are important to kids in this context? Where do they get their brand and product awareness from? And where do brand preferences evolve from?

  “For developing targeted marketing strategies, a market research is necessary to gain insights of how and how intensely kids affect their parent’s purchase decision”, says Tanja Herbst, head of the expert center GIM kids.

  GIM relies on multi-methodological approaches exploring not only the kids’ but also their parents’ and peer groups’ perspective. Family ethnographies, such as the “One Day in a Family’s life” offer the possibility to explore internal family interactions and impacts in the context of consumers’ behavior. In addition to peer group meetings and accompanied driving sessions, kids can even be integrated into car clinics and drive tests.

  Interested? Please click here to read the full article. (German language)

  
  
  
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