Market research for household appliances and more
Digital or analogue: We do research on all aspects around the house.
Ranging from garden tools, to cooking and kitchen utensils or “white goods”, to consumer electronics in the living room: for our clients, we do research on all product areas around the house. With great passion for technology, we pay particular attention to electronic products and state-of-the-art technologies: we are highly experienced in market research for Smart Home Systems, intelligent household aids and for connectivity solutions. At the same time, it is important to us not to lose track of the “analogue world”: Saucepans, spades or ironing boards are just as much part of our portfolio as electronic products.
Who is our target group: Stakeholder-oriented research
We understand you and your in-house clients! It is thus a matter of course that we involve all relevant stakeholders into the research process at an early stage and in a comprehensive way. The intensive and direct exchange with relevant in-house stakeholders provides for efficient and productive project execution. We conduct research studies and market analyses for five different in-company target groups: marketing, research & development, design, product management and product development.
Get in touch with us, we look forward to hearing from you.
Our research motto: Solution-oriented instead of method-oriented approaches, consultancy not just evaluation
Our clients want solutions for existing problems, not method trainings! We see ourselves as providers of individual, tailor-made research solutions that support our clients in precisely defining their marketing mix and gearing their product innovations exactly to the requirements of their core target group. This is why our research designs are adaptive, elastic and generally open – we do not hesitate to try new things! We see ourselves as “problem solvers” and thus as research-based consultants rather than mere information providers. We like to support our clients even after the research results have been presented, for example in the scope of ideation workshops in order to translate the gained target group insights into concrete ideas for innovative kitchen aids, gardening tools, electronic household appliances etc.
Our research solutions: Everything GIM has to offer and more
It goes without saying that we offer our clients the entire GIM portfolio: from simple concept tests to multi-method multi-country studies or creative co-creation workshops. However, during the course of our research activities, two particularly interesting key areas have emerged.
The key research area of product design research
Design is more than just good looks
The own home has become an increasingly aesthetical place during the past years: open kitchens and living rooms are designed to harmonise regarding their colours, forms and technology; bathrooms are more than just functional tiny wet rooms, they are super stylish wellness oases. In brief: Design has become more and more important – and this is why design means more than just good looks for us. Successful design always communicates the product’s central attributes like quality, power or user-friendliness. The combination of colour, material and form of a vacuum cleaner for example says a lot about the expected suction power.
Identifying these design messages is often a little difficult and demands great research skills, the right tools and a lot of experience. Therefore, we choose from a comprehensive set of qualitative and quantitative methods that we tailor to the respective research question. Our portfolio ranges from simple quantitative acceptance tests for a new coffee maker to semiotic in-depth analysis of the design language of the product category of refrigerators.
The key research area of user experience 2.0 – GIM S.P.I.C.E
Positive usage experiences by users are the most important indicator for every product development. This applies even more for modern household appliances which have increased considerably in complexity but are still expected to be used intuitively by the user. Technological complexity is often contradictory to user-friendliness: just think of modern ovens that often rather resemble computers than cooking devices – and have often been developed without considering the consumers’ needs. This is where the “S.P.I.C.E” approach (SENSE. PROFILE. IDEATE. CREATE. EVALUATE) by GIM Home & Technology comes into action: we do not only look at the user experience of a household appliance, we examine the actual usage context, the motivations and needs of all relevant target groups (SENSE and PROFILE) in order to lay ground for a targeted product development in the first place. We help our clients to convert the gained insights into sustainable ideas and to create first concrete product solutions in the scope of Rapid Prototyping or Product Labs (IDEATE and CREATE). These product solutions can then be tested regarding their competitiveness (EVALUATE).
We do research for a great number of renowned German and international manufacturers – from well-established medium-sized companies up to DAX-listed players. Our client portfolio is as multifaceted as our work and comprises technology companies from the areas of kitchen, household and garden as well as traditional manufacturers of cleaning utensils or kitchen aids.
Here you find an interview about design between Sebastian Klein, Research Manager GIM and Real Kitchen & Interior a blog about interior-design, by Miki Homma.