GIM Ethno

GIM Ethno researches social environments and consumer behaviour - true to life

Actual consumer behaviour is often different from the information provided in interviews - market research observes this phenomenon again and again. Therefore, GIM Ethno concentrates on places where people actually live and function: in their homes, at the workplace, while shopping, and during their leisure time. GIM Ethno researches social environment and consumer behaviour – in a way that is true to life.

Our tools are interviews (varying from several hours to several days in length) and on-the-spot observations. The methods used are diverse: in-situ explorations, 'perceptual walks', accompanied observations, and photo and video documentation.

These methods provide us with an undistorted impression of what we need to know about people and their decisions. We pursue an uncompromising proximity to people: our interviewees keep diaries, document settings and keep minutes of their observations.

Based on these observations, we can recognise relevant connections and can reconstruct actual consumer behaviour. The result is a comprehensive and, most importantly, realistic picture of the consumer, his motives and habits.