GIM Basics

The basics of qualitative market research as we understand it  

Face-to-face interviews

We offer the full range of qualitative market research: from semi-standardised thematic interviews to open exploration. The so-called 'couch conversations' have a special quality – a consolidated form of the in-depth interview. 

Group discussions

Of course we also carry out group discussions. We work with standard groups (focus groups) for one to two hours, or, in the case of expanded discussions, for three to four hours.  

Additional methods

We have worked successfully with various forms of the 'mini-group' and the combination of one-to-one interviews with group discussions. By using these methods, the opinion-forming process of the consumer can be reconstructed in detail.

We use diverse forms of desk research as a useful supplement to primary surveys: secondary analysis of existing data, data bases, Internet and literature research.