People don’t make decisions in a funnel—they make them in real life.
Life Centricity is a market research approach that focuses on the realities of life, values, and decision-making contexts of your customers.
Companies invest enormous sums in data, dashboards, and tracking systems. Unfortunately, the more data available, the harder it often is to make truly relevant decisions.
To understand markets, you must understand the realities of life.
With Life Centricity, GIM places this context at the center. We combine in-depth market and social research with strategic consulting and analysis—including AI-driven insights—and systematically translate these findings into concrete actions for brands, products, and communication.
With nearly 40 years of international experience—spanning automotive and technology, public and health, to fast-moving consumer goods (FMCG).
Would you like to learn more about how Life Centricity can benefit your business?
Contact us!
Was Life Centricity strategisch bedeutet
Ihr Vorteil: Relevanz, die Wirkung und Umsatz steigert.
Life Centric Research liefert mehr als Erkenntnisse – es schafft belastbare Entscheidungsgrundlagen:
- Präzisere Zielgruppenansprache durch kontextbasierte Künstliche Intelligenz-gestützte Analysen
- Differenzierende Markenpositionierung, die im Alltag verankert ist
- Wirksamere Kommunikation, die reale Entscheidungssituationen erreicht
- Fundierte Innovationsentscheidungen, orientiert an echten Bedürfnissen
Wir helfen Ihnen, nicht nur sichtbar zu sein – sondern wirksam zu werden.
Applicable Across Industries
Whether it’s cars, financial products, or toothbrushes: decisions always happen in the context of life.
GIM systematically applies Life Centricity across industries:
- Pharma & Healthcare: Understanding decisions of patients and healthcare professionals within real care contexts
- Automotive & Mobility: Capturing mobility, brand, and model decisions along real-life situations
- Consumer Goods & Retail: Identifying purchase and usage moments with precision
- Finance & Insurance: Leveraging life events as triggers for decision-making
- Public Sector & Non-Profit: Understanding attitudes, barriers, and behavior in societal contexts
From Insight to Impact: Our Research & Consulting Approach
We combine methodological depth, technological precision, and strategic execution:
- In-depth qualitative analyses and ethnographic methods
- Quantitative models and data-driven segmentation
- Analyses and consulting based on artificial intelligence to consolidate complex data and engage target audiences in real time
- Strategic insights for brand, communication, and innovation
Measurable impact in practice: Our life-centric approaches demonstrate their strength where decisions are made—through more precise target audience engagement, greater campaign impact, and well-founded strategic direction.
Our Services at a Glance
Life Centricity is the foundation of our work – a selection of examples:
Brand & Image
We analyze how brands are embedded in people’s lives – and how they can strategically increase their relevance.
Target Audience & Purchasing Behavior
We identify real decision-making patterns, motives, and triggers in everyday life.
Strategic Consulting
We translate insights into clear strategies for growth, positioning, and activation.
Why GIM?
- Nearly 40 years of experience in international market and social research
- Cross-industry expertise in more than 30 markets worldwide
- Integration of empirical research, artificial intelligence, and strategic consulting
- End-to-end approach from analysis to activation
Life Centricity turns data into knowledge – and knowledge into impact.
We are certified to ISO standard 20252:2019. This is the most comprehensive and important international standard for market research. It defines research processes and applied methods according to a uniform quality standard and checks their implementation.
We follow additional standards from ESOMAR, ADM, BVM, DGOF, and EphMRA. In addition, we have special certifications, including TISAX, which ensures information security in the automotive industry.
What is Life Centricity?
An approach that systematically places people’s real-life contexts, values, and decision environments at the center of analysis – complemented by modern data-driven and AI-based methods.
How does Life Centricity differ from Customer Centricity?
Customer Centricity focuses on interactions with a brand. Life Centricity expands the perspective to the entire life context in which decisions are made.
What value does Life Centric Research provide?
Greater relevance, more precise audience targeting, and more robust strategic decisions – supported by advanced analytics and AI.
Which industries is this approach suitable for?
Cross-industry – wherever people make decisions.
How does GIM implement Life Centricity?
Through a combination of qualitative and quantitative methods, AI-based analytics, and strategic consulting through to activation.
Your contact
I will gladly advise you.
Dr. Jörg Munkes
Managing Director