GIM Vision visualises consumers and contexts

A new dimension in market research findings

In the everyday world of marketing and sales, the time available for processing market research findings is in increasingly short supply. As a rule, clients are thus keen to receive graphic results conveyed in a fast and plausible way that can immediately be implemented by practitioners from marketing or sales. And yet they expect out-of-the-ordinary findings that will promote successful commercial activity, even in difficult times. Market research based on ethnographic video documents is ideally suited to satisfying both demands.

Ethnographic video documentations tap into target groups or consumption contexts in a new dimension. On-the-spot recordings of specific activities, events, or conversations are made, and supplemented by ethnographic interviews. This material makes it possible to shed light on hidden contextual influences, behavioural routines, or interaction patterns that cannot be revealed in conventional interviews or focus groups. One thus gains new insights, particularly into preconscious modes of behaviour. In terms of methodology, a wide range of target groups and sets of questions can be considered, starting with the context of household cleaning routines and proceeding via shopping behaviour and sales discussions right through to doctor-patient consultations.

The films that subsequently emerge condense and visualise the results of analysis and are thus able to convey them in a very tangible way. Insights into subtle usage contexts, emotional experience worlds, or interaction situations don’t have to be explained with a wealth of words; instead, using material selected for its analytical merits, they can be presented in a way that is immediately obvious to the viewer.