Ethnography enables us to intervene where real life takes place: At home, at work, when shopping, during leisure time. With GIM Ethno, we directly and authentically observe and analyse the everyday life and consumption worlds of consumers.
The aim of GIM Ethno is to recognise the deeper needs and motivations of your target group and thus show you decision-making options that are not just based on assumptions, but on real, true-to-life insights.
Ethnography is a fundamental part of our qualitative research DNA and enables us to develop a deep understanding of the complexity of human behavior.
This method is used, for example, to breathe life into quantitatively defined consumer segments. GIM Ethno also plays a special role in usability studies, in which product use is researched in a specific context, such as through “accompanied driving” in our automotive studies.
This type of “bringing to life” through ethnographic methods offers more than just a visualization of the living environments of your target groups. These studies also significantly promote empathy and a deeper understanding of consumers.
Our methods are diverse and range from interviews and observations lasting several hours to several days on site, to in-situ explorations, perception walks, and participatory observations. We use photo and video documentation to gain an authentic and unbiased impression of human decisions and behaviors.
With GIM Dive, we literally immerse ourselves in the everyday lives and environments of consumers. We accompany people in their daily routines and document these using multimedia. Our test subjects keep diaries, document their surroundings, and record observations, which enables us to identify relevant patterns and reconstruct actual consumer behavior.
Benjamin Dennig
Research Director
Book a consultation appointment
Do you have questions about ethnography? Please book an online appointment if you would like an initial non-binding consultation.