Trade

Researching trade for traders

As early as the mid 90s GIM applies intelligently combined observation and questioning techniques at the POS. Technically optimized and analytically enhanced, this tool still is one of our POS research basics. Besides this, we use many different qualitative and quantitative techniques to better understand the shopper behaviour

Our research topics at the POS

• basic research on customer behaviour regarding distribution channels and single categories
• better understanding of shoppers, their living and purchase worlds
• optimization of the brand communication at the POS
• optimization of assortments, product ranges and packages
• development and test of POS communication tools
• Impact and evaluation of store concepts, selling strategies and services

Typical POS methods

• customer observation (via video or human observers, ad-hoc and long-term analysis)
• Viewing direction analyses
• Walking route analyses
• qualitative instore-interviews, accompanied shopping
• quantitative POS suveys
• group discussions at the POS
• experimental methods (virtual shopper, shelf simulations)
• receipt data analyses

Experiences with distribution channels and classes of goods

• retail (food / near food): self-service department stores, supermarkets, department stores, drugstores  
• specialised retail (non food): furniture, consumer electronics, textile, building/hardware/home improvement 
• C+C wholesale
• services: banks, automotive, public transport

We do research for brands and for commercial enterprises not only in Germany but we also conduct studies all over Europe and the USA.