GIM at GOR 2026: Life-Centric, AI-driven – From Insights to Impact

GOR (General Online Research Conference) is one of the leading conferences for online research, insights and methodological innovation in the German-speaking market. In 2026, GIM has been nominated again for the GOR Impact and Innovation Award (following our 2023 Best Practice Award: “Deeper Target Group Understanding Through Artificial Intelligence”).

While many frameworks start with categories or touchpoints, we start one step earlier: with real-life situations and human needs. In our session, we introduce a Life-Centric approach to explain media and brand usage from context—building on Category Entry Points (Byron Sharp), but using a reverse logic: need first, brand/media second.

Feb 26, 2026 | 2:00–3:45 pm | Cologne (RH), Seminar Room 03
A key element is the AI AIlon, enriching real user data with contextual signals and generating synthetic user data to model real and potential usage contexts.