GIM InsightActing - Brand Characters in Action

The integration of play, performance and interaction into market research

Our new method, GIM InsightActing, brings a breath of fresh air to data collection. Somewhat abstract issues such as 'insurance companies' are a challenge for market research. Due to rationalisations or subliminal fears, respondents tend to give answers that are overly critical or too generalised. 

Staging of attitudes, brands and products

With InsightActing, GIM has developed a method that gets around this problem by setting a different starting point - the human enthusiasm for acting. Products and brands resemble stage productions or performances, which can be explored by means of the theatre as the professional place for staging performances. During GIM InsightActing, respondents become directors and actors become their material. Together they enact brand and product characters, bringing them into action and interaction. 

Multidimensionality and interaction

GIM InsightActing is an approach which boosts the personal commitment of respondents during data collection and leads to output on multiple levels. Data that is often neglected is made available: gesticulations, body language, interactions, as well as the disclosure of interpretations normally remaining inaccessible in respondents' heads.