Media

GIM Media - get connected to your audience

Media usage is a question of habit, rooted in a network of situational and social contexts. The parallel nature of media usage, the cross-medial presence of content, and the growing number of touch points – these are the key challenges facing today’s media.
For our research we supply a repertoire of methods that allows authentic insights into day-to-day actions and hence a deeper understanding of how the media are used.
We analyse media usage in terms of context, setting and situation; our results provide you with a basis from which to gear your media content, communication and brand positioning to specific target groups.

Fields of research

• Fundamental research on media usage patterns, media target groups and media content
• Brand core and image analyses, positioning studies
• Format checks, concept tests and pre-tests, testing of trailers and presenters
• Music research, music positioning studies

Methods used by GIM Media research

Ethnographic methods:

• In-home explorations
• In-home listening / viewing
• Video explorations to examine contexts of media usage
• Media journals (online and offline)
• Creative diaries
• Peer group sessions
• “Meet the Audience”

Classic qualitative methods:

• Focus groups, mini-groups, in-depths
• Creative workshops
• RTR procedure
• Qualitative online panels

Quantitative media research in collaboration with GIM Numeric:

• CAPI-/CASI studies
• Online studies