Our Principles

Our research is based on the principles of transdisciplinarity, variety and internationality.

We offer the whole range of qualitative and quantitative methods and research experience in diverse sectors. Either through our offices in the respective cities (Heidelberg, Berlin, Zurich and Lyon) or in cooperation with our partner institutes worldwide.

Transdisciplinarity
Through linking perspectives of different disciplines we reach holistic, transdisciplinary insights. This is possible because of our interdisciplinary team of specialists trained in psychology, sociology, social and cultural science, linguistics, cultural anthropology, economic science, communication science and media science.

This diverse expertise enables us to develop tailor-made solutions for our clients using modules that are state-of-the-art, continuously updated, developed and enhanced.

Diversity
The broad range of our research 

• Life world, lifestyle and value research
• Brand core, brand image- and positioning
• Target group research: needs, motives, attitudes and habits 
• Segmentation of target groups, consumption motives
• Communication tests (qualitative and quantitative advertising research) 
• Product tests (qualitative and quantitative) 
• Generation and testing of concepts, products, services and innovative ideas 
• Name and package analyses (qualitative and quantitative) 
• Qualitative media research 
• Development of future scenarios 
• Qualitative organizational research, employee surveys

Internationality and Cultural Brokerage
GIM conducts research on all 5 continents in over 30 countries. Almost 50% of our projects are international, conducted by our network of international branches in Germany, Suisse and France or with long-established partnerships with local agencies around the globe.

International research does not only include „multi-country research“. In fact, it is oriented towards Global Insight Management. Through Cultural Brokerage, the applied research methods and the interpretation of results are adjusted to the cultural context and summarised in an intercultural comparison.