GIM Cultural Brokerage

Cultural Brokerage - a way towards culture-sensitive interpretation

When customers, consumers and market research institutes from different countries and cultures come together, it can lead to comprehension difficulties and misinterpretations.

We see ourselves as cultural brokers between the culture-specific peculiarities of the respective markets and its consumers on the one hand, and the specific area of interest for our clients, many of whom operate internationally, on the other.

Understanding 'foreign' markets

Cultural mediation is a worthwhile strategy wherever it is impossible to draw on personal experience. This is true in areas such as the interpretation of ethnographic studies on lifestyle, mobility patterns, shopping and going-out behaviour, or on gender-specific understanding of roles. And last but not least, a knowledge of cultural backgrounds is often indispensable for an appropriate research design.

Companies wishing to assert themselves successfully in 'foreign' markets are dependent on culture-sensitive market research, whether it be for the development of products catering for certain needs or for the effective marketing thereof.

Cultural Brokerage offers you strategically practicable culture-sensitive insights into markets whose cultures are less familiar.