GIM Values

Insights into value orientations and brand values for successful brand management

GIM Values explores value orientation and brand values for successful brand development

Every decision we make as consumers is based on specific values and attitudes. With the help of GIM Values, we research the context of consumers’ life concepts and value decisions, as well as their perception of brand values . By matching these two value phenomena we are able to find the reasons for brand attractiveness and formulate guidelines for successful brand development.

How values change and develop

We pay special attention to societal developments. Analysing changing values helps us to understand and predict changes in industries and brands. In our  'Living Archive' project, we are creating documentation about marketing-relevant societal processes of change. We use this documentation for the continual interpretation of concrete research results.

Visualisation of values via GIM Value Visuals

The surveying of individual values asks a lot of both interviewer and interviewee. People often find it difficult to express their values in words, and value-related comments are frequently subjected to so-called interview effects (e.g. social desirability). With GIM ValueVisuals we have developed a tool which allows a visual registration of values. This makes interviews concerned with values easier to conduct and reduces interview effects to a minimum.