GIM Numeric: The quality of numbers

We measure opinions, attitudes, the intension to buy... and analyse them. Percentage figures speak a clear language - but they are not always self-explanatory:

• Why do 80% of consumers like a particular ad? Because it is nice?
• 15% of sports car buyers are "power women": What kind of woman constitutes this driver segment, and how can these women be addressed?

We provide more than numbers - we provide insights and explanations.

GIM Numeric combines quantitative measurement with qualitative diagnostics

• Quantitative module: measurement of product or communication performance, recall, acceptance, purchase motives.
• Qualitative module: generation of insights.

Example: Advertisement test GIM AdImpact

• Quantitative module: measuring the recall of ads, message transfer, liking, evaluation profile, acceptance, purchase stimulus.
• Qualitative module: exploration of the storyline of the ad through freely associated picture stories.
• Advantages of the combination of both modules:
  • Insights into the mental processing of the ad
  • Approaches for optimisation or development of involving advertisement stories.

Example: GIM Segmenation

• Quantitative module: identification and quantification of consumer segments, e.g. in the automotive field, based on product requirements, attitudes towards driving, personal values, lifestyles.
• Qualitative module: ethnographic in-home explorations covering life worlds, moral concepts, motivations for actions and consumer needs, e.g. segment "power woman": How does she look like, what kind of car does she drive and how does she talk about it?
• Advantages of the combination of both modules:
  • Holistic representation of the target group
  • Input for positioning and concept generation geared to the target group
  • Input for emotive brand communication close to everyday life

GIM Numeric Methods

• Representative surveys, quota surveys and ad-hoc surveys.
• In-home surveys, studio surveys, CATI studies, CAPI studies, online studies.
• Multivariate analyses such as cluster analyses, MDS, Structure Equation Modelling.

GIM Numeric products, among others

• GIM Segmentation: segmentation studies
• GIM Conjoint: conjoint measurement studies
• GIM AdImpact: advertisement tests
• GIM PackageOptimizer: packaging tests
• GIM M3 MultiMotiveMeasure: revealing consumption motives specific to consumption situations
• GIM ValueVisuals: brand value research using visual images