The internet takes over the living room: GIM Media Research

The internet is on the box in the living room

Using media has become a habit and is embedded in a pattern of situational and social contexts. Ever more complex questions arise due to the simultaneous usage of several media, the fact that the same content is available from multiple media and that the number of so-called “touch points” is growing. We provide a variety of methods which will help you to gain a deeper understanding of how media-sources are used. We analyze contexts, settings and situations, related to the usage of media. In doing so, we provide the basis for intelligent content design, communication and market positioning – sourced from your specific target group.

Fields of research

• Basic studies about behavior regarding media usage, target groups and content
• Brand core analysis, image analysis, studies on market positioning
• Assessment of format, pre-testing and testing of concepts, trailer studies, presenter studie
• Music research, research on the positioning of music

GIM’s media research methods

Cultural:

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

Traditional qualitative research:

• Group discussions, mini-groups, one-on-one interviews
• Creative workshops
• RTR tests
• Qualitative and customer-driven online panels

Quantitative:

• CAPI-/CASI-studies
• Online studies